Grupo Boticário: A leading Latin American beauty and consumer-goods group

Problem

Scale AI and machine learning from isolated solutions into a governed enterprise capability serving multiple brands, channels, and business functions.

Role

Head of Artificial Intelligence, leading enterprise AI strategy, portfolio development, and multidisciplinary delivery teams.

Approach

Established portfolio prioritization, governance, reusable platform practices, and cross-functional delivery across personalization, recommendations, demand intelligence, operational analytics, fraud prevention, and customer experience.

Impact

Led the expansion of enterprise AI capabilities across brands, channels, and business functions during a period in which the organization reported approximately 50 active AI projects. Over the same period, GMV increased from approximately R$18.0 billion in 2021 to R$30.8 billion in 2023, about 71% growth, with annual increases of 31% in 2022 and 30.5% in 2023.

Lessons

Enterprise AI becomes sustainable when business ownership, reusable data and platform foundations, governance, talent, and value measurement operate as one delivery system—not as a collection of disconnected pilots.

Employers are named and consulting clients stay anonymized. Company-level figures such as portfolio size, GMV or delinquency show the context of the period in which the work took place.