Mari - Grupo Martins
How 270 leaders maintained active development for 6 months with an AI assistant via WhatsApp.
Grupo Martins is one of the largest wholesale networks in Brazil. After the "Vai Encarar?" leadership program, the company identified a recurring challenge: leaders who left workshops enthusiastic but quickly reverted to old behavior patterns.
The challenge
Ensuring continuity and personalization in leadership development after in-person workshops. The training investment was significant, but transfer to daily practice fell short of expectations.
The solution
Implementation of "Mari", an AI assistant via WhatsApp that accompanied 270 leaders for 6 months. Mari was trained by human specialists in the KIAC methodology (Knowledge, Intention, Action, Capability).
What was done
- Content curation specific to Grupo Martins' "Vai Encarar?" program
- AI assistant training with humanized language and practice focus (70/20/10)
- WhatsApp deployment with personalized onboarding for each leader
- 6-month follow-up with weekly provocations on feedback, delegation and management
- Interaction data generation for HR analysis
Results
employees interacted
99.6% of those trained
months of accompaniment
continuous, uninterrupted
participation rate
exceptional for L&D
HR dependency
for practical management questions
Learnings
WhatsApp proximity creates a trust channel that traditional L&D platforms cannot.
Leaders engage more with practical provocations than theoretical content.
The KIAC methodology ensured interactions became concrete action.
Interaction data revealed patterns that climate surveys missed.