How 9 Brands Are Using Generative AI for Customer Experience

Generative AI for customer experience is no longer a novelty in 2026; it’s the standard for brands that want to stay ahead. Brands have moved past simple support chatbots and now use Gen AI to create personalized content, from product picks to marketing messages, delivered right on WhatsApp.

WhatsApp chatbots were already popular thanks to the app’s massive reach. Add Generative AI to the mix, and brands get a real shot at deeper engagement and customer satisfaction.

This blog covers 9 brands that have used Generative AI to personalize their customer experience, each in its own way.

9 Brands Using Generative AI for Customer Experience

From tea cafes to global utilities, these brands took Generative AI beyond the basic chatbot. Here’s how each one used it to make the customer experience feel personal.

1. Chaayos

India’s popular tea and snacks cafe used Generative AI to personalize the tea ordering experience. ChatGPT, its WhatsApp bot, chats with customers and suggests beverages based on their mood.

These personalized suggestions encouraged customers to explore more products and upgrade their orders, driving higher upsell and cross-sell revenue.

2. Cars24

Cars24, one of India’s leading used car marketplaces, added a Generative AI chatbot on WhatsApp for car discovery, test drives, and purchases. It runs on Gupshup’s ACE LLM along with other platform features.

Customers just send a text to get car recommendations from the catalog, with the option to connect to a human agent anytime. Blending AI and human support gave Cars24 an intuitive buying experience that earned strong customer ratings.

3. Tata Capital

Tia, Tata Capital’s web-based Generative AI chatbot, brings contextual, multilingual assistance to customers. Its Gen AI capabilities let it understand and respond to queries more accurately.

Customers get quality content, personalized responses, and on-demand help, all inside a familiar chat interface.

4. Tata AIA

Tata AIA uses Generative AI to help insurance agents handle customer queries. Its Raksha Buddy bot on WhatsApp supports product discovery and helps agents tailor their pitch on the move.

Combined with WhatsApp’s reach, this conversational interface makes insurance advisory simpler for field agents.

5. Dubai Electricity and Water Authority (DEWA)

DEWA, one of the largest utilities globally, was among the first to use Generative AI for customer service. Its bot, Rammas, answers questions on water supply issues, leakages, and power outages, citing its information sources.

Trained on DEWA’s own knowledge base, the assistant gives accurate, timely answers even outside office hours.

6. Claro Shop

Claro Shop, a Mexico-based e-commerce marketplace selling electronics, appliances, furniture, and apparel, combined Ads that Click to WhatsApp with a Generative AI bot to drive product discovery and sales.

Customers who click a Facebook ad land in the brand’s WhatsApp bot, where they can view products and ask questions in native Spanish.

7. Kerastase

Kérastase, L’Oréal’s D2C haircare brand, launched a voice-enabled chatbot on WhatsApp. Combining conversational AI with voice input, it gives customers personalized product recommendations and purchase guidance.

Whether solving a hair concern, comparing products, or placing an order, the hybrid model responds using Kérastase’s own catalog.

8. Reserva

Reserva, a Mexico-based apparel e-tailer, built a personal shopping bot on WhatsApp for men buying T-shirts, shoes, polos, and casual pants.

The assistant recommends products based on each customer’s needs, helps with sizing, and guides checkout on Reserva’s website, freeing customers to focus on the choices that matter to them.

9. C&A

C&A, a leading European fashion retailer, uses a Gen AI virtual assistant for a more personalized shopping experience. It tailors support by category, including clothing, accessories, beauty, home goods, and electronics.

The assistant helps customers discover products, add items to cart, and complete checkout and payment on C&A’s website. A live agent is available via chat for anything else.

What This Means for Your Brand

These 9 brands show what’s possible once you stop treating Generative AI as a novelty and start using it to solve real customer problems. Heading into 2026, even more brands are following the same path.

With Gen AI’s natural language understanding, customers get a more human experience while brands cut the cost of service and support.

Gupshup has powered all the bots above, building domain-specific, fine-tuned large language models with the right guardrails to automate enterprise-grade chatbots. ACE LLM, one of our Gen AI solutions, helps enterprises transform conversations across the customer lifecycle.

Generative AI for customer experience can do the same for your brand in 2026. Talk to us today to build a smarter, more delightful customer experience.