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During our recent Decidr Discovery Day, Anna Mitsos, founder of Edible Beauty, shared her transformative experience partnering with Decidr to develop Ava, an AI-powered sales consultant tailored for her brand.

Edible Beauty's partnership with Decidr highlights the tangible business value AI can deliver, particularly in a resource-constrained environment. With the launch of Ava, an AI-powered sales consultant, Edible Beauty has achieved a notable 52% increase in sales and a 3x boost in productivity. These gains underscore the effectiveness of Decidr’s technology in streamlining customer engagement while maintaining the brand’s personalised approach. Ava’s sophisticated, data-driven interactions are a prime example of how AI can drive revenue growth, scale operations, and preserve brand integrity—demonstrating clear potential for widespread application in e-commerce and beyond.

Anna’s background in naturopathy and commitment to purity meant that any AI implementation needed to meet high standards of authenticity and deep knowledge. Unlike conventional chatbots, Ava was trained on an extensive dataset, including everything from complex ingredient profiles to brand values and customer preferences. This enabled Ava to respond to customers with nuanced, tailored advice, allowing Edible Beauty to maintain its personal touch while scaling its online reach.

Through Decidr's innovative “AI parallel” approach, Ava seamlessly integrates with Edible Beauty’s systems, from email marketing to social media platforms. This integration means that Ava can access customer data instantly, offer product suggestions based on unique skincare needs, and even provide custom offers. This high level of connectivity enables Ava to engage customers meaningfully, providing 24/7 support that goes beyond simple sales tactics.

Ava’s conversational intelligence is another key advantage. She can respond with grace to common customer concerns, including queries about allergies or price comparisons, while staying on brand. For instance, when a customer recently inquired about the benefits of turmeric, Ava drew on her extensive training to provide an insightful answer that balanced both product knowledge and sensitivity to the customer’s needs.

As the partnership between Decidr and Edible Beauty progresses, Ava’s role is expanding. Future developments include tailored skincare assessments and even real time personalised shopping experiences. By knowing customer preferences and past interactions, Ava can curate an entire online experience that feels unique to each shopper. This next phase will enable Edible Beauty to grow globally while preserving its personal approach to customer care.

Decidr’s work with Edible Beauty demonstrates the power of AI to enhance a brand’s impact and maintain its integrity. For Edible Beauty, Ava is more than a digital consultant; she is an extension of the brand, embodying its values, understanding its products, and connecting with customers in a way that feels both innovative and authentic.

Transforming sales: Edible Beauty's success with Decidr's AI consultant