Customer Service Automation · Sales Automation
Localiza needed to turn generative AI into a company-wide operating model that could improve internal work, create new conversational customer entry points, and support AI-native products without treating the technology as a series of isolated experiments.
Reported impact
Localiza established an enterprise-wide experimentation model, launched Brazil's first mobility app integrated into ChatGPT, expanded Liza into a 60+ agent conversational assistant, and created a faster path from frontline learning to customer-facing AI experiences and internal automations.
Localiza organized its OpenAI implementation as an operating model rather than a point tool. Internally, the company distributed ChatGPT access as an experimentation layer across finance, operations, engineering, product, design, data science, and business teams, where employees build custom GPTs, agents, automations, and Codex-based prototypes before work enters formal development queues. For customers, Localiza launched an app integrated directly into ChatGPT so people can describe rental, subscription, or used-car needs in natural language and then continue the transaction in Localiza's secure environment. Its AI-native assistant, Liza, combines OpenAI models, Localiza services, specialized tools, and voice capabilities, and the company says the assistant now runs with more than 60 specialized agents, MCP integration, and monitored interaction signals that feed continuous product learning across the rental journey.
Employees and business specialists experiment with ChatGPT, custom GPTs, agents, and Codex to prototype workflows before development. Customer requests enter through the Localiza app in ChatGPT or Liza over text or voice, where OpenAI models interpret intent, call Localiza services and specialized tools, return rental or subscription guidance, and pass the user into Localiza's secure environment or to human support when needed.
"In March 2026, it became Brazil’s first mobility platform—and one of the first in Latin America—to offer an app integrated directly into ChatGPT."
"Rather than following a fixed decision tree, Liza was built around conversation, intent, and context: it combines OpenAI models, Localiza services, and specialized tools to support key parts of the experience."
"Teams across Localiza, from finance to day-to-day operations, maintain active experiments with custom GPTs, agents, and Codex."
"The Liza assistant operates with more than 60 specialized agents, built on reasoning models, MCP integration, and specialized tools that orchestrate the rental journey."
"The big challenge is helping a large team learn new ways of working and build new skills, while ensuring that all 19 of our tribes and 130 squads work efficiently and consistently."
Review how this reference was scored and trace each normalized claim back to its documented source.
Scoring methodology
Customer Reference Value measures usefulness as a customer reference. Evidence Confidence measures the quality and traceability of available evidence, not independent verification.
Traceability
Field coverage shows which facts each source supports. Dates are shown only when documented by the source.
Related
OpenAI Sample Modified · Oct 16, 2026 Grupo Boticário Grupo Boticário needed to support a complex multi-brand reseller and franchise ecosystem across many channels while reducing repetitive operational work and preserving the human relationships that drive sales and… 100% of conversations generated in appchat and WhatsApp Enterprise covered since November 2025 OpenAI foundation models · WhatsApp Enterprise · appchat OpenAI Sample Jul 30, 2026 avatarin avatarin needed to extend expert retail support beyond store hours and turn product discovery into a natural multilingual conversation instead of a brittle keyword chatbot. 24/7 multilingual support by voice and text GPT-Realtime · Kurashi-Marugoto AI Agent · OpenAI API OpenAI Sample Jul 16, 2026 Cars24 Cars24 needed to manage a fragmented, conversation-heavy vehicle marketplace and its internal workstreams without scaling support, sales, and engineering headcount linearly with customer growth. 12% of previously lost seller leads recovered AI-powered voice and chat agents · ChatGPT Enterprise · Codex 