Wizybot, a Colombian artificial intelligence startup that Juan Pablo Ortiz and Sebastián Molina founded in Bogotá in 2023, now powers customer service for more than 8,000 online stores across 35 countries, processes over 20 million monthly user conversations, and counts among its clients global brands including L’Occitane, Ralph Lauren, and the celebrity-backed lines of reggaeton artist J Balvin and businesswoman Kim Kardashian, making it one of the fastest-growing AI platforms to emerge from Latin America’s technology sector.
The platform sits at the intersection of two trends that accelerated simultaneously after 2020: the surge in e-commerce activity across Latin America and the growing gap between the volume of customer queries those stores receive and the human staff capacity available to answer them, a gap that most small and mid-size brands cannot close with conventional hiring.
What Wizybot does and why brands adopt it
Wizybot installs directly on e-commerce platforms like Shopify and VTEX (two of the leading online store management systems) in one to 10 minutes and deploys a chatbot (a software program that holds automated text conversations with customers) capable of resolving 96% of buyer queries instantly, without any human involvement, across WhatsApp, Instagram, and Messenger in more than 90 languages and at any hour of the day; the integration requires no dedicated Information Technology team, which allows a small artisan brand in Medellín and a celebrity fashion line in Los Angeles to run on the same infrastructure.
The product operates as a SaaS (Software as a Service) tool, meaning brands pay a monthly subscription starting at US$69.99 through Shopify’s App Store rather than purchasing or installing software; Wizybot processes more than 15 billion tokens (the smallest units of text that an AI model reads and generates) per month, a volume that the 2026 Sasi Index, which benchmarks AI-powered customer service platforms globally, used to rank Wizybot number one in its category, ahead of tools from much larger and better-funded technology companies.
The Latin American e-commerce gap Wizybot fills
Colombia’s e-commerce sector recorded 684.6 million transactions in 2025, with a 19.9% year-on-year increase in transaction volume according to the Cámara Colombiana de Comercio Electrónico (CCCE), and 88% of Colombian adults now buy online.
That consumer demand, however, runs ahead of the operational capacity of the stores serving it, since most Latin American SMEs (small and medium enterprises, typically defined as companies with fewer than 200 employees) cannot staff a customer service operation that covers evenings, weekends, and multiple languages simultaneously.
Wizybot built its client base precisely on that structural mismatch, positioning an automated and personal response layer as a substitute for headcount rather than as an add-on to existing teams; the celebrity brand cases illustrate the scale range the platform covers, with the same tool handling the volume of a global entertainer’s merchandise store and the daily inquiries of a mid-size Colombian fashion retailer without any differentiation in service quality or response time.
The risk ahead: When platforms absorb the product
However, Wizybot’s competitive position carries a medium-term risk that the industry recognizes openly: Shopify, Meta, and Google are all embedding native AI customer service features directly into their platforms, which means the dedicated third-party chatbot market could face commoditization (a process in which a specialized, paid product becomes a free, built-in feature that any competitor can access) as the underlying technology becomes standard infrastructure rather than a differentiating tool.
Colombia’s capacity to produce a platform that global celebrity brands and Fortune 500 companies adopt within three years of its founding confirms a pattern in the country’s technology sector: competitive products built for Latin American market conditions at Latin American cost structures consistently find global buyers faster than investors expect.
Whether Wizybot reaches its target of 100,000 client brands before its core features migrate into the platforms it currently integrates with will determine whether it consolidates as a category leader or becomes the product that proved the market existed for someone else to capture at scale.