During Innovation Tech Week 2025, our CEO Ezequiel Lamonica participated in the panel "Generative AI Applied to Real Businesses", where we presented one of our most successful cases: the implementation of artificial intelligence for companies at Unilever. In this article, we detail how we completely transformed their commercial chain and the lessons other companies can apply.
Greencode Software is a company with a presence in Argentina and the United States, specialized in software development with artificial intelligence and big data-based solutions. We regularly work with large volumes of data, primarily for industries like mass consumption and supply chain, implementing what is known as a digital supply chain.
As Ezequiel explained during the panel organized by Endeavor Argentina, SquadS Ventures, Digbang, Mana Tech, and Parque de Innovación, we’ve been working with artificial intelligence, machine learning, and deep learning for several years. Recently, due to increasing accessibility, we’ve been incorporating generative AI into many processes across various industries.
Unilever faced a typical challenge of mass consumption companies: managing a catalog of over 13,000 products with a complex supply chain involving vendors, distributors, and the central office. Recommendation and customer service processes largely depended on manual work.
We apply a proven methodology for digital transformation with AI. We tackle problems holistically but implement in stages, starting with business visibility and gradually integrating technology where it creates a competitive advantage.
We implemented smart recommendation algorithms that suggest which products vendors should offer at each point of sale. Our predictive AI system processes multiple variables in real time:
We implemented conversational agents using generative AI to support both customer service and the buying process.
One concern raised during implementation was whether AI would replace human sales teams. Ezequiel emphasized that automation is meant to support people—freeing up their time from repetitive tasks so they can focus on customer relationships and high-value work.
We apply a gradual adoption strategy to avoid cultural resistance. By delivering results step by step, we help build internal trust in the transformation process.
We began with traditional predictive models, like those powering Claude-style assistants, and now integrate generative AI to unlock higher-level automation and innovation.
AI is becoming as essential and invisible as electricity. With tools more accessible than ever, automation is within reach for businesses of all sizes.
Is your business ready for AI? At Greencode we offer:
The Unilever case proves AI is not the future—it’s the present. Let us help you achieve the same success.
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