Impacto da Inteligência Artificial no Desempenho de Vendas: Um Estudo de Caso em uma Escola de Natação em Franca - SP

Abstract

This study analyzed the impact of artificial intelligence (AI) implementation on the sales performance of Sereia Academia, a swimming school located in Franca, Brazil. Using a case study with a mixed-methods approach, the research examined key performance indicators such as the number of leads, appointments, closed contracts, and revenue during two different service periods: exclusively human-led (2024) and AI-assisted (2025). In addition to quantitative data, interviews with managers and customers provided insights into the perceived effectiveness of each model. The findings reveal that, although the human service model achieved a higher conversion rate, AI significantly expanded the company's service capacity by enabling the efficient, fast, and standardized handling of a much larger volume of leads—without compromising service quality. Furthermore, AI contributed to higher average ticket values and improved personalization throughout the customer journey, resulting in greater revenue even with fewer contracts closed. The study concludes that strategically integrating AI with human service can enhance commercial outcomes and deliver a more scalable and satisfying customer experience.