Localiza redefines work with generative AI as core operating model

Localiza, a Brazilian mobility platform, has restructured its operations around generative AI, treating it as a fundamental computing interface rather than a productivity tool. The company organized its collaboration with OpenAI around three strategic pillars: transforming the business through large-scale experimentation, creating new customer interfaces, and building AI-native products. These efforts focus on redesigning processes around intelligence, context, and speed. In practice, Localiza distributed ChatGPT licenses as a resource for experimentation rather than individual benefits. Teams across finance, operations, and other departments have developed custom GPTs, agents, and Codex models. The company’s internal data shows traffic from large language models (LLMs) has grown rapidly since 2024, with ChatGPT as the main channel. In March 2026, Localiza became Brazil’s first mobility platform to integrate an app directly into ChatGPT, allowing customers to explore rental and used-car options within the conversation. Localiza’s AI-native product, Liza, operates with over 60 specialized agents, built on reasoning models and integration with MCP. The company emphasizes that success is measured by quality, not automation volume, and that reskilling, not technology, is the main bottleneck. Localiza’s ambition is to place AI at the center of its next customer experiences and operational processes, with ongoing developments including the evolution of Liza and new conversational interfaces.