BrazilFinance and insurance2023 – ongoingPicPay
Multi-agent generative AI customer assistant in the app and on WhatsApp
PicPay moved its customer assistant to GPT-4.1 with a team of agents, and reported higher NPS and fewer hand-offs to humans
Problem
PicPay, a Brazilian digital bank and payments app, wanted customers to get routine help and complex answers in the app and on WhatsApp without queuing for a human agent.
Approach
The assistant started in 2023 as a retrieval-augmented generation solution, then gained personalisation and later a multi-agent design on Azure OpenAI Service. Specialised agents cover themes such as cards, transfers and credit. Sub-agents handle narrower tasks such as invoices, limit checks and card delivery status, and a supervisor agent plans how they work together on each request. Customers can start a Pix transfer by audio, photo or forwarded message, check limits and get bill reminders. PicPay moved to GPT-4.1 in 2025.
Results
Takeaway
PicPay reached its multi-agent design in steps over about two years, starting from a simpler retrieval assistant. The reported gains cover only the first hours after the GPT-4.1 switch.
Categories
- Size
- Large enterprise
- Industry
- Finance and insurance
- Business function
- Customer service
- Innovation type
- Process innovationProduct and service innovation
- AI technology
- Generative AIAI agentsConversational and voice AI
- Adoption
- Off-the-shelf tool or platform
- Evidence
- Vendor case study
Sources
Source summaries
Microsoft's Brazilian newsroom describes PicPay's assistant, its history from a 2023 RAG solution to a multi-agent design, and its use of GPT-4.1 on Azure OpenAI Service. It gives two early results: NPS up 10 percentage points and escalations to humans down 8 percentage points within the first hours.
Full details are in the original sources.