HRTech / AI Applied to HR · Koru AI Think Tank · Cabernet Franco 2025
Tenzing + Grupo Martins (IA Mari)
CONTEXT
The AI Think Tank, organized by Koru's Papo de CRHO community, was Brazil's largest call for AI-applied-to-HR cases. Dozens of projects were submitted, evaluated by a jury of leaders including Daniel Spolaor (CEO Koru), Paulo Bivar (Kinp Group) and Aline Esteves (Monashees). IA Mari, created by Andrea Krug and built with Tenzing technology for Grupo Martins, was one of 5 winning projects.
CHALLENGE
Build a humanized AI to automate internal communications and employee service at Grupo Martins - answering questions about benefits, policies and processes - without losing the human touch.
SOLUTION
Development of IA Mari, a generative AI assistant with advanced NLP that understands nuances, intentions and sentiments. Co-led with Andrea Krug, deployed at Grupo Martins.
WHAT I DID
Co-led with Andrea Krug the design and development of IA Mari. The tool automates internal communications and employee service using advanced NLP - understanding nuances, intentions and sentiments in messages. The result is an interface that improves the internal experience, reduces operational demands and strengthens belonging.
RESULTS
Koru AI Think Tank - Brazil's largest AI-in-HR case call
Advanced natural language processing
Finalists among dozens of submissions
HR leaders at the event
WHAT WAS HARD
Humanizing AI in a corporate context is a fine balance: useful without being invasive, efficient without being cold. The biggest challenge was calibrating the tone and boundaries for different interaction contexts.