The Advolve, using NVIDIA Enterprise solutions, is revolutionizing iFood's digital customer acquisition with a platform based on generative AI and machine learning. Using 50 NVIDIA H100 GPUs, in addition to software like NVIDIA NIM for image generation and the CUDA platform for processing optimization, the solution allows for complete automation of the digital acquisition funnel, making campaigns more efficient and scalable.
Different from other solutions, a startup manages the entire digital acquisition funnel autonomously, integrating budget optimizations, audience segmentation, generation and testing of creatives and real-time investment allocation, without the need for manual processes. As a result, the company improves efficiency in CAC (Customer Acquisition Cost), optimizes marketing investments – reallocating resources for better performing ads – and drives accelerated growth for different business units. The project started in October of last year with one unit and this year, has already been expanded to three other business units.
The efficiency of this operation provides an optimized return on advertising spend (ROAS) and ensures that each campaign generates the maximum possible conversions. "The implementation of Advolve enabled significant gains for iFood in scale and performance". With our platform, the generation of creatives increased by 725% in 30 days, allowing for the rapid testing and optimization of different approaches to maximize engagement and conversion. Furthermore, iFood tripled the number of campaigns and ad groups launched, ensuring more precise segmentation and expansion in market coverage, highlights João Sobreira, CEO of Advolve.
A differentiator of the startup is that the AI not only executes campaigns, but learns from data continuously. In a campaign in Salvador, the platform identified that ads with local dishes, like acarajé, performed better. With this AI-based personalization, the automatic optimization prioritized these contents, resulting in a high volume of orders. This was made possible with data-driven customization.
"Our partnership with Advolve demonstrates how NVIDIA technologies can provide a robust foundation for the development of platforms like the one used by iFood". The combination of NVIDIA technology with Advolve's expertise makes campaigns more effective and with superior results, scores Marcelo Pontieri, marketing director of the Enterprise division of NVIDIA for Latin America.
The project went through an initial period of three months of training the models, followed by another three months for full operation. Today, with the advancements on the platform, the onboarding process has been improved, allowing new clients to start running campaigns in less than a month. The steps leading to the operation of the application included mapping the company's needs, the integration of the platform, the tests and validation to ensure the effectiveness of the optimization, expansion and refinement of algorithms, in addition to sessions with the delivery company's team to demonstrate how the platform's insights could be used in decision-making and planning future campaigns. How iFood operates in a dynamic environment, the challenge was to ensure that the platform integrated with internal systems and metrics, respecting the particularities of each business unit.
"The collaboration with Advolve has been essential for iFood", providing a wide range of new opportunities to expand, segment and personalize our performance media investment strategies. Thanks to advanced automation enabled by artificial intelligence, we were able to significantly accelerate our decision-making and strategic execution processes. With this partnership, we are well equipped to quickly adapt our marketing campaigns to the dynamic demands of the market, ensuring a more targeted and effective approach, highlights Rodolfo Carlini, growth director of iFood.
