LLM-Driven AI Agents as Brand Ambassadors

Henkel Consumer Brands (HCB), a global leader in fast-moving consumer goods, has always been committed to nurturing meaningful relationships with consumers. In a world where brand loyalty hinges on communication quality and speed, Henkel has transformed its approach by embracing Cognigy.AI Agents.

Henkel (1)

25+

AI Agents in more than 11 countries

7

Channels, incl. Instagram or Facebook Messenger

5M

AI Conversations and deeper consumer insights

The Challenge

Henkel Consumer Brands recognized that traditional service channels, such as email and consumer hotlines, were no longer sufficient in an era defined by instant, digital-first customer expectations. Consumers increasingly demanded fast and intuitive support, delivered across a growing array of touchpoints incl. social media.

To meet these demands, Henkel required a future-ready solution that was both scalable and deeply intelligent. The company sought a platform that could be deployed across markets and languages with ease, while offering the flexibility to adapt to unique brand and consumer requirements. Crucially, this solution had to be channel-agnostic, capable of integrating across diverse channels such as WhatsApp, Instagram, and web chat, as well as backend-agnostic, interfacing seamlessly with existing CRM and content systems.

Just as important was the need for deep behavioral insight. Henkel wanted to tap into the voice of the consumer, gaining real-time understanding of what users were searching for, how they engaged with marketing, and what influenced their purchase decisions.

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Christian Hohmann Henkel - Cognigy
Christian Hohmann

Head of New Technologies (AI) & IT-Management @Henkel

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With Cognigy.AI, we’ve chosen a platform that delivers just that: A tool that is flexible enough to cover a lot of different use cases but at the same time provides a common framework for global scaling and governance.

The Solution

To realize its vision of a smarter, more scalable and insight-driven customer engagement model, Henkel turned to Cognigy’s Agentic AI Platform to orchestrate, manage, and scale AI-powered interactions across global markets, brands, and channels.

Real-World Applications

Cognigy.AI's capabilities came to life through several use cases across Henkel’s brand portfolio. Examples Include:

  • Loctite Product Advisor: Operating within the adhesives division, this AI Agent assists in choosing the right product, reducing friction in the purchase journey.
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  • Persil Stain Bot: One of Henkel’s first AI Agents, this assistant guides users through stain removal solutions tailored to fabric types and stain categories, combining brand expertise with personalized advice, 24/7.

  • Schwarzkopf Chat: Supporting consumers on hair care routines and product selection, this conversational agent blends real-time support with beauty expertise, enhancing consumer confidence and product satisfaction.

  • Crème Supreme AI Expert: Positioned as a digital hair coloring expert, this AI Agent delivers educational content and product suggestions based on user preferences and needs, driving brand engagement and trust.

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The Impact

Henkel Consumer Brands now operates 25 Agentic AI Agents across 11 countries and 7 channels, serving over 3 million users and handling more than 5 million consumer interactions annually. Over 10 Henkel brands are enhanced by these AI Agents, which deliver consistent, multilingual service.

By embedding live translation into contact centers  Henkel has significantly streamlined service operations while expanding global reach. These innovations empower customer service representatives and increase scalability.

The impact goes beyond operational gains. Henkel now benefits from real-time consumer insights, helping the company better understand customer intent and refine its marketing efforts. Henkel experiences a 68% acceleration in consumer research through AI Agent analytics. With  a human-like digital touch, the brand has also seen a notable rise in customer loyalty. The learning: Agentic AI Agents are not just efficient, but deeply relational.

 

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Increase in Brand Stickiness

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Instant Consumer Insights

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Channel-Agnostic Agentic AI
Christian Hohmann-Henkel-Cognigy
AI Agents are a real success for us. First: we help our beloved consumers. Second: we build a direct relationship with them. Third: we see a positive brand experience.
Christian Hohmann
Head of New Technologies (AI) & IT-Management @Henkel

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