For the 2026 summer season, with development starting in late 2025, we created Buda, the virtual assistant for Mute Mar del Plata designed to answer customer inquiries through WhatsApp. The goal was to build an agile, always-available support channel aligned with the venue’s audience, capable of assisting users with useful information about events, services, opening hours, pricing, and the overall operation of the beach club throughout the season.
The solution was automated with Make, integrated with a web-based query API, and supported by an admin panel used to manage dynamic information. OpenAI ChatGPT was used as the AI engine, making it possible to understand natural language questions and respond contextually. One of the most important parts of the project was the integration of an event calendar managed through the admin panel, which became one of the most frequently used data sources by users.
Unlike other conversational assistants, this project introduced an additional challenge: training Buda’s mood so that its tone of voice would feel appropriate for a younger audience. The agent’s personality was adjusted to sound more relatable, fresh, and aligned with Mute’s target audience. This not only made it possible to provide accurate answers about concerts and activities, but also created extra visibility because of the way it responded, turning the chatbot into a successful case both operationally and from a brand-impact perspective.
A conversational assistant with brand personality and an events-first focus
This project was developed as an automated support tool designed to accompany an entire high-demand summer season, in a context where response speed, information accuracy, and communication tone were equally important. More than simply handling frequently asked questions, the challenge was to build Buda as an assistant capable of representing the brand inside a direct channel like WhatsApp, while staying consistent with Mute’s identity and the profile of its audience.
The architecture combined Make as the automation layer, a web-based query API as the information source, and an integrated admin panel to keep key content updated, especially the venue’s event calendar. This made it possible to manage concerts, schedules, prices, services, and general venue information from a controlled environment, ensuring that Buda could respond with accurate and current data throughout the season.
The main differentiator was the work done on the agent’s mood and tone. Instead of using a neutral or corporate voice, Buda was trained to sound like a young person, creating a far more natural experience for its audience. That decision made the project stand out not only for its operational effectiveness, but also for its ability to generate viral attention, since many of its responses started circulating among users because of their distinctive style. The result was a solution that combined automation, AI, and brand building in a single conversational channel.