A Kuke, a Software as a Service that allows brands to create subscriptions, announces a new artificial intelligence feature: personalized virtual assistants to help consumers of brands in their purchasing journeys through WhatsApp. The new feature follows a growing market trend. According to a study carried out by Ilumeo Data Science Company, 91% of the Brazilian population has used virtual assistants on smartphones at some point, and 25% say they use them every day.
E-commerce has been following this transformation. “We have experienced three phases in the technological advancement of this area: first, we had purchases made through websites, then apps for each brand appeared, and now it is time for AI to make the customer experience even easier,” explains Renata Ferretti, CEO and founder of Kuke.
By applying artificial intelligence to sales via conversational commerce, each company can adapt the automated conversation to its operating context. Kuke serves companies in different markets such as pharmaceuticals, food, supplements and cosmetics.
An example of this novelty comes from one of their clients, The Pet Farm, in the pet food industry. Kuke owns the technology behind 'Maria', the brand's virtual assistant. “We chose Kuke because of its ability to adapt our business rules in a modular way, something that no other platform has been able to deliver so efficiently. In addition, the advancement of AI for sales via WhatsApp was decisive, since more than 70% of our sales were already made through this channel”, highlights Tiago Tresca, CEO and founder of the company.
Kuke’s AI can understand the characteristics and variables of each customer and customize the subscription of appropriate products, creating a natural and unique interaction and purchase experience for consumers and brands. Through it, it is possible to understand the desires and needs of each one and customize the subscription, without having to access the traditional search and purchase journey on the website. “Artificial intelligence has expanded the potential of conversational commerce, improving the consumer experience, whether to clarify doubts or complete the purchase”, highlighted Renata. “We are focused on enhancing intelligence for recurring sales, creating subscriptions for brands that understand and meet the needs and profiles of customers”, added the CEO.
In addition to the advantages for consumers, companies guarantee an effective and intelligent channel already integrated into WhatsApp, one of the main conversational platforms in the world with more than two billion users.
In terms of technology for Kuke, this launch creates yet another “front sales” integrated into the “backend”, the heart of Kuke’s software focused on the subscription engine and intelligence for recurring sales. “It is important to remember that Kuke already uses AI to create websites and set up brands’ subscription clubs. In a 2-minute conversational journey via WhatsApp, it is possible to create the first version of a subscription club website with all images and texts generated from the information provided, in addition to the recurrence engine being configured with the subscription variables. Furthermore, the intelligence creates and optimizes the website’s SEO, suggesting subscription and product descriptions that facilitate online searches”, explains Renata.
Growth, movement and capture
The new AI application is one of the many innovations that have been moving Kuke recently. After spinning off its old subscription club model to offer its proprietary technology to other companies, the startup has started to position itself as a driver of recurring sales, in the model All-in-one SaaS, for the physical products market.
To achieve this, a team focused on technology and product was formed. The founder, Renata Ferretti, has been assuming a prominent place in the technology product universe, which is predominantly male, and participating in networks such as Female Force and Maya Matching Program Alumni. Tech lead Bruno Monteiro – who participated in the spin-off after Kuke's fundraising round with ACE Ventures, having worked at ACE Cortex and Sambatech – leads the technology initiatives and was supported by a team of developers and an AWS innovation and incentive program for applying AI to Kuke's software.
“We have a modern, scalable technology solution with great potential. Artificial intelligence is here to stay and we are committed to applying it in the most strategic way possible for our customers,” concludes the CEO.
