en.Wedoany.com Reported - Brazilian mobility platform Unidas has completed one of the most complex digital transformations in recent years. Alexei Korb, the company's Executive Director of Technology and Innovation, stated that the company is now entering a new innovation phase based on data, artificial intelligence, and digital experience. Unidas has become the only mobility platform in Brazil covering all segments of the industry, serving everyone from temporary rental customers to large enterprises with fleet management operations.
Korb stated that Unidas operates across all mobility segments, including subscription-based car services for individuals and businesses, light and heavy fleet management, temporary vehicle rentals, and semi-new car sales. The company's structure is the result of the integration of Ouro Verde and Unidas, a process that began with Brookfield's acquisition of Ouro Verde in 2019, opened a new chapter with the acquisition of Unidas in 2022, and subsequently launched a large-scale operational, technological, and process integration initiative.
Between 2023 and 2025, the main challenge was unifying two organizations with different systems, processes, and cultures. The company built a digital transformation plan consisting of 14 major strategic projects. Implemented initiatives include: unifying the fleet management system, modernizing rental channels, deploying a new CRM platform, migrating to SAP S/4HANA, integrating HR and legal operations, building a modern data architecture based on a data lake, and migrating most of the environment to the cloud. Korb stated that the goal was to create a unified technological foundation, enabling the company to operate in an integrated manner and preparing the organization for future challenges. The transformation also involved integrating different relationship channels, business units, and operations nationwide.
With the integration phase largely complete, Unidas is turning its attention to a new strategic agenda, using technology as the primary lever for growth. The company has identified three pillars of action for the coming years: the evolution of the customer digital experience, data-driven transformation, and the scaling of AI usage. Korb stated that the goal is to provide customers with increasingly digital and simpler experiences, inspired by the fluidity and intuitiveness consumers experience on leading market digital platforms. The entire user journey, from booking to post-rental support, will be streamlined, while the company advances dozens of projects focused on digital channel evolution and consumer experience enhancement.
Unidas possesses a vast amount of data related to car usage habits, rental history, regional preferences, and consumer behavior patterns, and intends to transform this into business intelligence. Korb stated that the goal is to better understand customer behavior to offer products, services, and experiences that better meet their needs. The company is still in an advanced personalization stage but is working to reach a hyper-personalization level in the coming years, personalizing not only commercial offers but also services, communication, and support.
Regarding AI application, the company officially launched it in the second half of 2025. Korb stated that a gradual, structured approach was chosen to understand where AI truly generates value and where costs might outweigh benefits. The company created an enterprise-level AI adoption plan, including leadership training, manager training, and the establishment of an internal network of 70 employees called "champions." These professionals act as promoters of the technology across various business areas, identifying bottlenecks, opportunities, and use cases with the potential to generate real impact. The company has also established partnerships with HSM and Singularity University to support AI training and literacy.
One of the first tangible results is the implementation of an intelligent chatbot for vehicle reservations, using generative AI to interpret text and audio messages sent by customers. The system can understand information such as pickup location, drop-off location, dates, times, and user preferences, allowing customers to complete the entire reservation without switching channels. Korb emphasized that the chatbot understands what the customer says, interprets the intent, and executes the entire reservation directly within the conversation.
Another innovation frontier is applied to vehicle maintenance management. AI is used to analyze work orders received from partner repair shops. The system evaluates vehicle photos, identifies possible image duplication, detects inconsistencies, and compares them with historical records. The platform also checks whether reported costs fall within the company's established standard ranges, aiming to accelerate the approval process and improve operational efficiency. Korb stated that AI has already helped operators identify situations warranting deeper analysis before approving budgets. This initiative is still in the refinement stage but has already shown potential for reducing fraud and optimizing fleet management.
Unidas also utilizes information provided by telematics systems installed in vehicles to understand vehicle usage patterns, driving behavior, and operating conditions. Korb stated that this information is particularly important in special situations such as mechanical failures or issues during the rental period. The combination of telematics, operational data, and AI enables the company to make faster decisions, provide more efficient solutions to customers, reduce the impact of incidents, and ensure continuity of the user experience.
The company is experimenting with intelligent agents capable of autonomously executing tasks, focusing on the evolution of agentic AI. Korb believes that large-scale adoption still requires organizational and technological maturity, with gradual progress expected by 2027. Currently, the company primarily uses Microsoft and Google technologies, as well as specialized solutions from partners for specific applications.
With the growth of AI usage, the company has strengthened its governance mechanisms. The cybersecurity and data privacy areas are directly managed by the Technology and Innovation department. All projects pass through a center of excellence that brings together experts in technology, information security, and data protection to assess risks, regulatory requirements, and issues related to the General Data Protection Law before implementation. Korb emphasized that the approach is based on privacy by design, with attention to privacy and security starting from the initial design phase of the project. The company also maintains initiatives focused on business continuity, operational resilience, and disaster recovery.
Unidas has also launched an open innovation front, with the first partnership being with Hotmilk (Curitiba), the innovation ecosystem of the Pontifical Catholic University of Paraná. The goal is to bring the company closer to startups and new entrepreneurs capable of contributing innovative solutions to the mobility sector. Korb stated that this strategy will become increasingly important in the coming years, with the expectation of accelerating the identification of new technologies and business models that can improve customer experience and operational efficiency.
Alexei Korb concluded that the company is building services that are increasingly data-driven, smarter, and better at providing simple, digital, and personalized experiences throughout the entire mobility journey. The challenge is not only to absorb new technologies but also to transform them into real value for customers, employees, and partners.
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