BrainLogic and Zapia logos

BrainLogic: Delivering AI assistance for Latin American commerce with Anthropic and Google Cloud

Google Cloud Results
  • Supports hundreds of thousands of messages every hour

  • Surpassed 2.5 million users in the first year

  • Increased positive user feedback to >90%

BrainLogic runs Anthropic’s Claude models on Google Cloud Vertex AI to improve digital commerce experiences among Latin Americans.

Creating a uniquely Latin American personal AI assistant

Claude on Vertex AI proved to be the right choice very early on – in a simple A/B test with users right after deploying Claude 3 Haiku, we saw an important increase in ‘thumbs up’ reactions to Zapia interactions, to well over 90%.

Juan Olloniego

Head of Engineering, BrainLogic AI

BrainLogic has a mission to help Latin Americans be more effective while saving time and money. It has worked to accomplish this goal by building and delivering a personal AI assistant called Zapia. Zapia caters to the preference for direct conversations between buyers and sellers. According to Statista, messaging platforms play a role in roughly 70% of purchases in Latin America. It’s common in the region for consumers and businesses in the region to interact on apps like WhatsApp.

The company set a lofty goal to quickly scale up to millions of users while enabling interactions across video, text, image, and other mediums that yield accurate answers to consumer questions. BrainLogic can maintain multiple conversations simultaneously for users because Zapia takes a consumer’s question and looks for answers in multiple places, including Google Search, a business website, and direct contact with sellers.

Today, Zapia readily supports complex requests and serves up insightful recommendations. For example, someone might ask ‘which smartphone is right for me?’ and Zapia can respond with various recommendations, where to find the best price, locations of both physical and online stores selling the recommended phone, and more.

Accomplishing this level of complexity and service for more than 2.5 million Latin Americans requires scalable, reliable infrastructure and large language models that can handle massive amounts of context in a multimodal, multilingual environment. After researching large language models, BrainLogic concluded that Anthropic’s Claude models on Google Cloud Vertex AI were the ideal solution.

Claude performed exceptionally well with Spanish and Portuguese natural language reasoning and was highly proficient in not just seeking answers from the right places, but learning from feedback to continuously improve how it handles requests. In addition, Claude on Vertex AI covered one of the most vital needs for BrainLogic: the ability to work in hyper-localized environments. Claude communicates with people in their unique local dialect and adeptly navigates cultural nuances and behavioral contexts, while Vertex AI maximizes reliability and reach across the region.

With Vertex AI, BrainLogic benefits from highly scalable, efficient infrastructure that keeps costs steady as the company grows rapidly. Vertex AI also provides advanced developer tooling to allow experimentation with models, robust security, data privacy, and compliance capabilities, and scalable, fully managed infrastructure to deploy Zapia to millions of users.

The new way to enable gen AI shopping experiences

BrainLogic got started with Claude on Vertex AI thanks to the simple, fast onboarding process. The company enjoyed the benefits of using Google Cloud’s technology stack that is built for AI, allowing BrainLogic to remain focused on its customer relationships, growing its user base, and constantly iterating to further improve experiences.

This approach enabled BrainLogic to grow beyond 2.5 million users in its first year and still maintain a relatively small, lean team. To keep costs down over time, BrainLogic takes a  layered approach to process the hundreds of thousands of messages Zapia supports hourly, effectively routing queries to the model best-served to answer each query.

Working with Google Cloud and Anthropic’s Claude models helps us serve millions of Latin Americans. With Claude, we get a model that’s tailored to the unique needs of Latin Americans. With Vertex AI, we get best-in-class AI infrastructure and tools to deploy to millions of users.

Nicolás Loeff

CTO, BrainLogic AI

For example, most interactions currently run through Claude 3 Haiku, but some more complex requests are directed toward more advanced models like Claude 3.5 Sonnet and Claude 3 Opus. In some cases, escalation will lead the model to reach out to a BrainLogic employee who can teach it where to look to answer a user’s query.

Zapia now supports millions of users all through WhatsApp with tools including product discovery, local business searches, and purchase assistance.

Meeting consumers where they are in Latin America, speaking to them in their preferred dialect, and saving them time and money has been a winning recipe for BrainLogic. The company has seen more than 90% positive user feedback since launching with Claude on Vertex AI.

BrainLogic credits its strong relationship with Anthropic and Google Cloud for its success. Whenever the company needed support, both companies stepped up to educate, inform, and assist to accelerate time-to-market for new features and platform refinements.

With Latin Americans overwhelmingly preferring to interact through messaging apps, Claude on Vertex AI is setting up Zapia to be the region’s ideal personal assistant.

“Our direct engagement with Google Cloud is essential to helping us grow cost-effectively and quickly with confidence,” says Nicolás Loeff, CTO of BrainLogic. “We get best-in-class AI infrastructure in Vertex AI and easily run excellent models. The strong support from Google Cloud and Anthropic engineers also helps us keep enhancing our services as we serve more Latin Americans.”

BrainLogic AI built its personal AI assistant, Zapia, to provide Latin Americans with a conversational commerce platform that saves money and time.

Industry: Technology

Location: United States and Uruguay

Products: Vertex AI


About Google Cloud Partner- Anthropic

Anthropic is an AI safety and research company that builds reliable, interpretable, and steerable AI systems.

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