Case Study: Henkel
LLM-driven AI Agents as
brand ambassadors
In a world where brand loyalty hinges on communication quality and speed, Henkel has transformed its approach by embracing NiCE Cognigy AI Agents.25+
AI Agents in more than 11 countries
7
Channels, including Instagram and Facebook Messenger
5M
AI conversations and deeper consumer insights
Industry
Consumer Brands
Region
Global
Company size
Enterprise
Share
About
Henkel Consumer Brands (HCB), a global leader in fast-moving consumer goods, has always been committed to nurturing meaningful relationships with consumers.
Industry
Consumer Goods / Chemical
Website
Location
Headquartered in Germany
Agents
25+ AI Agents in more than 11 countries
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.The Solution
To realize its vision of a smarter, more scalable and insight-driven customer engagement model, Henkel turned to NiCE Cognigy’s Agentic AI Platform to orchestrate, manage, and scale AI-powered interactions across global markets, brands, and channels.Real-World Applications
NiCE 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.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.
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.
Head of New Technologies (AI) & IT-Management
Henkel
With NiCE 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.
Head of New Technologies (AI) & IT-Management
Henkel
