Imagine you are driving and suddenly a warning light turns on the dashboard. You stop the car, open WhatsApp, and contact the manufacturer of your vehicle directly. You send a photo and ask, “What does this light mean?” Instantly, an AI expert in your car's manual responds accurately. There is no human operator, but a conversational agent capable of understanding and resolving your query in real time. This is the type of experience that the Brazilian company Blip wants to implement in Spain. Its founder and CEO, Roberto Oliveira, is convinced that personalized messaging will be the cornerstone of the relationship between businesses and customers. “It’s not a question of if it will happen, but when,” he states. Oliveira highlights two key factors: users' preference for written communication—“if we talk to friends on WhatsApp, why not do it with brands?”—and the AI's ability to tailor each response to the user's context. Until now, traditional chatbots relied on predefined responses and decision trees, useful only for simple questions. Generative AI has revolutionized this landscape, allowing for the interpretation of nuances, cross-referencing internal data, and personalizing support based on the product and the customer's situation. In Brazil, where Blip was founded in 1999, interaction between consumers and businesses via WhatsApp is common. Oliveira, a coffee lover, already manages the replenishment of coffee capsules through chat: the brand knows his preferences, address, and payment method, and offers to restock the product just when he needs it. Blip works with major Brazilian banks and the largest telecommunications operator in Latin America. The company expects to close 2025 with a revenue of $170 million, representing a 1,700% growth since 2018. The turning point came in August 2018 when WhatsApp opened its API, allowing businesses to integrate their systems directly with the app. Blip had bet on this change since 2014, anticipating that WhatsApp would become an open platform after its acquisition by Meta. “In 2018 we were ready, with the right vision and product,” recalls Oliveira. In Madrid, Blip has organized meetings to showcase the use cases of its technology to Spanish companies, with the presence of major textile firms. Spain is Blip's gateway to Europe, a market where business messaging is still developing. The acquisition of the Spanish startup Gus in 2023, specialized in chatbots and with a presence in South America, has facilitated its expansion. Jaime Navarro, co-founder of Gus and now an executive at Blip, highlights that 95% of smartphone users in Spain use WhatsApp, the highest penetration rate in Europe. China is also a reference for Blip, not as a market, but as an example of the future: there, WeChat is more relevant for businesses than having a website, and half of internet traffic is concentrated in that app, even before the arrival of generative AI. For Oliveira, the key is to create an “infinite thread” with the customer: a continuous conversation that fosters trust and active interaction, beyond simple advertising. “We have achieved this in Brazil, and we will do it here,” he assures. Blip has 1,800 employees and has raised $230 million in three funding rounds led by Warburg Pincus. Blip collaborates with Microsoft to connect its systems to major language models, such as those from OpenAI and Google, choosing the most suitable one for each client. Oliveira acknowledges that he uses ChatGPT daily to draft emails or prepare presentations. “Today, with AI, it’s more important to know how to ask good questions than to have all the answers,” he reflects. That is Blip's goal: to enable users to get precise answers simply by sending a message via WhatsApp.