Romeo, the AI Iberian ham expert that handles 9 in 10 of Ibericomio's conversations without human intervention

About Ibericomio

Ibericomio, locos por lo ibérico®, is a marketplace based in Alcázar de San Juan, Spain, that connects artisanal Iberian ham producers with end consumers. Products ship directly from each producer's curing cellars, at factory prices. In 2022 it was named the best agri-food website of the year by the digital magazine qcom.es.

The challenge

Buying Iberian ham online isn't like buying just any product: customers want to understand what they're buying before they pay.

• A product that calls for expert advice: the differences between bellota, cebo de campo and cebo, between 100% and 50% Iberian, or between a whole leg and pre-sliced raise a lot of questions.
• Catalog from many producers: more than 40 producers, each with its own pieces, formats and origins.
• Customers from several countries: buyers who write in Spanish, French, German and other languages.
• Service limited by business hours: the team works office hours, but customers shop at any time.

The solution

Databot created Romeo, an AI assistant with the brand's personality, connected to Ibericomio's online store.

• Iberian ham expert: it explains categories, designations of origin and the differences between products, so customers can buy with confidence.
• Recommender connected to the catalog: it reads products, formats, prices and stock in real time and suggests options based on budget and occasion.
• Multichannel: the same assistant serves customers on the web and on WhatsApp.
• Multilingual: it detects the customer's language and replies in it.
• Order tracking: it reports shipping status, even when the order ships directly from the producer.
• Transparency: Romeo introduces itself as an AI assistant and, when a case requires it, hands it off to the customer service team.
• Tailored tone: the style of the responses was adjusted for Spanish customers, more direct and approachable.

Implementation

Ibericomio went from project kickoff to having Romeo live in one month, and has been adding channels and knowledge ever since.

1. February 2026
   Project kickoff
2. March 2026
   Romeo live on the web and WhatsApp
3. August 2026
   Tone adjusted and campaign segment active
4. September 2026
   Romeo adds knowledge from Ibericomio's blog

Results

Romeo handles 9 in 10 conversations without human intervention and customers rate it 4.7 out of 5. The Ibericomio team can focus on peak season without leaving anyone unanswered.

• 89% of conversations handled without human intervention.
• 4.7 / 5 satisfaction average user rating.
• 24/7 expert advice on the web and WhatsApp, in several languages.
• A single assistant that knows the catalog of more than 40 producers.