{"slug":"accelerating-crm-impact-with-genai-powered-insights","url":"https://findausecase.com/use-cases/accelerating-crm-impact-with-genai-powered-insights","title":"Accelerating CRM impact with GenAI-powered insights","description":"Natura Cosmeticos built a GenAI-powered reporting system on the Databricks Data + AI Platform, using foundation models and AI Search to automatically generate CRM campaign report summaries in Portuguese and Spanish across six countries, cutting reporting cycle times by 64% and lifting CRM-driven revenue by 23.5%.","company":"Natura Cosméticos","industry":"Retail","country":"Brazil","aiCapabilities":["Generative AI","Retrieval-Augmented Generation"],"businessFunctions":["Marketing"],"technology":["Agent Bricks","Delta Lake"],"deployment":"Public Cloud","problemStatement":"Natura's CRM analytics team analyzed the performance and impact of directed communications to its beauty consultant network in a partially manual way, generating significant effort and response time that limited the team's ability to act on insights in near real-time.","solutionApproach":"Natura unified CRM data and implemented a GenAI-powered reporting system on the Databricks Data + AI Platform, using foundation models and Databricks AI Search to transform campaign data into actionable insights, with a Python library of prompts automating template generation and AI Playground/Agent Framework testing identifying Claude 3.7 as the optimal model.","businessValue":"Natura cut report cycle times by 64%, lifted CRM-driven revenue by 23.5% through faster action-taking, and scaled over 20 automated reports across six countries in two languages.","evidence":{"band":"high"},"sourceUrl":"https://www.databricks.com/customers/natura-cosmeticos","dates":{"publishedAt":"2026-09-08T09:04:11.105Z","publishedAtSource":"pipeline","updatedAt":"2026-09-08T09:04:11.105Z"},"license":"Open for reading and citing with a link to https://findausecase.com/use-cases/accelerating-crm-impact-with-genai-powered-insights. Bulk republication requires permission."}