The challenge is to make the technology disappear. Creating a close, personalized experience for millions of customers in Brazil is, first and foremost, a question of simplicity rather than of models.
"Much of it is about making something simple, direct, and useful, delivering a direct benefit to the customer, and making the technology almost unnoticeable," says Carlos Eduardo Mazzei, CT O of Itaú.
80% of Brazilians want to better organize their financial lives and seek more effective support for decisions, and 65% would like technologies that act as a financial copilot, providing ongoing guidance.
The journey began in 2024, when the bank introduced the first Inteligência Itaú capabilities for specific financial needs. ia.i is the next stage: a complete conversational layer, activated by text or voice, bringing interactions related to checking accounts, credit, cards, insurance, and other services into one environment.
"Open AI's models were very important in delivering this experience, because they were able to operate across this range of solutions," Mazzei explains. At the center of this experience is Customer DNA, a layer of financial context that helps the bank understand the needs, habits, and life stages of approximately 70 million customers.
To operate AI at scale, Itaú built IARA — a governance and orchestration platform that gives teams controlled access to different models in line with internal policies. Open AI is among the model providers available in this environment.
Source: OpenAI Blog · Summarized by HeadlinesBriefing