The customer service sector is overloaded with repetitive tasks, limiting its potential to contribute to significant improvements and generate metrics to analyze its performance. In addition, waiting times are wasteful and compromise the company’s image, especially in the high-end construction sector. As an alternative, one of the emerging solutions to this problem is the use of generative artificial intelligence (GenAI) in the form of a chatbot. Thus, this article aimed to evaluate the impacts of implementing a chatbot in a Brazilian company that sells high-end swimming pools. The results showed that integrating GenAI into the company’s strategy helped in decision-making and increased the sales team’s assertiveness and productivity, with a 94% reduction in the average time for response to the customer.