BrazilConsumer goods2025 – ongoingNatura Cosméticos
Generative AI reports for CRM campaigns
Natura's CRM reporting cycles ran 64% faster after it automated campaign reports with generative AI
Problem
Natura's CRM teams needed campaign reports for many audiences in several countries. Producing them by hand was slow.
Approach
Natura built a generative AI reporting system on Databricks that writes campaign summaries and headlines from campaign data. A Python library of prompts automates the report templates for 20 audiences. Non-technical analysts built new use cases with retrieval-augmented generation, and the team tested models before choosing Claude 3.7. A pilot of one-to-one WhatsApp and push messages was also under way.
Results
Takeaway
Automated reports gave CRM teams faster cycles across countries and languages. The company did not say how the revenue gain was attributed.
Categories
- Size
- Large enterprise
- Industry
- Consumer goods
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- AI technology
- Generative AI
- Adoption
- Off-the-shelf tool or platform
- Evidence
- Vendor case study
Sources
Source summaries
Databricks describes Natura's generative AI reporting system for CRM campaigns. It reports 64% faster reporting cycles, a 23.5% rise in CRM-driven revenue, and more than 20 automated reports in six countries and two languages.
Full details are in the original sources.
