Localiza views generative AI as a fundamental shift in operations, not just a software tool. The company structured its OpenAI collaboration around three pillars: scaling experimentation, creating new customer interfaces, and building AI-native products. By distributing ChatGPT licenses broadly, teams across finance, operations, and legal built custom GPTs and automations, redefining pre-development stages.
The company observed customers increasingly using natural language to express needs, leading to an integrated app within ChatGPT launched in March 2026. This allows users to explore rentals and subscriptions conversationally before finalizing transactions securely. The clearest AI-native product is Liza, a conversational assistant built around intent and context rather than rigid decision trees, combining OpenAI models with Localiza services to support key customer journey stages.
Source: OpenAI Blog · Summarized by HeadlinesBriefing