{"slug":"puratos-elevates-customer-engagement-with-azure-openai-service-chatbot","url":"https://findausecase.com/use-cases/puratos-elevates-customer-engagement-with-azure-openai-service-chatbot","title":"Puratos elevates customer engagement with Azure OpenAI Service chatbot","description":"Belgian bakery ingredients company Puratos built Purabot, a generative AI chatbot on Azure OpenAI Service, to help customers navigate its complex product catalog; 42% of customers now use it to source product information and 21% to find recipes.","company":"Puratos","industry":"Consumer Goods","country":"Belgium","aiCapabilities":["Conversational AI","Generative AI"],"businessFunctions":["Customer Service & Support"],"technology":["Azure OpenAI Service","Azure"],"deployment":"Unknown","problemStatement":"Puratos offers products and ingredients for the bakery, patisserie, and chocolate sectors in 100 countries, with a complex catalog of thousands of products and varying needs for each customer; without a dedicated team member available on demand to address customers' questions, helping customers navigate the catalog for their specific needs was a challenge.","solutionApproach":"Puratos worked with its long-standing partner Microsoft to build Purabot, a generative AI chatbot powered by Azure OpenAI Service, so customers can explain what they are looking for and receive concrete product or recipe recommendations instead of searching for a specific product. The team first worked with Microsoft Azure to build a data lake to centralize previously inaccessible accumulated data, with Microsoft GenAI specialists helping save months of development time. Purabot launched first on the Puratos website in France, then in the United States and Belgium, with rollout to seven more countries planned and a third phase expanding further by the end of 2025.","businessValue":"42% of Puratos customers now consult Purabot for products, 21% search for recipes, and 14% of those users wanted to reach out to a sales rep. Purabot also surfaced discrepancies in product descriptions, leading the team to improve the quality of digital product content on the website.","evidence":{"band":"high"},"sourceUrl":"https://www.microsoft.com/en/customers/story/23065-puratos-azure-open-ai-service","dates":{"publishedAt":"2026-10-01T05:49:39.831Z","publishedAtSource":"pipeline","updatedAt":"2026-10-01T05:49:39.831Z"},"license":"Open for reading and citing with a link to https://findausecase.com/use-cases/puratos-elevates-customer-engagement-with-azure-openai-service-chatbot. Bulk republication requires permission."}