Roca saves over 1,200 HR hours with Pipefy automation and AI

Before adopting Pipefy, Roca’s Human Resources department faced challenges related to decentralized information and manual process execution. Limited visibility into request progress made operational management and activity control difficult.

Processes such as hiring, onboarding, and other administrative routines were handled through email and spreadsheets, which increased the team’s operational workload, created rework, delays, and a higher likelihood of errors.

The decision to implement Pipefy was driven by the need to increase efficiency and standardize HR processes, especially in the context of centralizing corporate operations, which began in 2021 with consolidation at the headquarters in Jundiaí (SP).

Pipefy was chosen for its process automation, execution agility, easy fit with the corporate model, digitization capabilities, and embedded AI Agents. The first engagement took place in 2023, with a pilot to distribute Christmas baskets via QR Code.

In 2024, the pilot for the new employee onboarding process was launched and, starting in 2025, hiring processes began to run in Pipefy. That same year, Roca began using AI Agents in the implemented processes, expanding efficiency gains. The rollout included defining Key Users, internal workshops, and a gradual team adoption.

After implementing Pipefy, Roca began running HR processes in a more structured way, with greater standardization and visibility into demand. Automation reduced manual activities and increased the team’s operational efficiency.

The use of AI Agents brought greater speed to the workflows, enabling immediate process automation and supporting the organic expansion of the solution within HR. There were also advances in standardization and in structuring the Shared Services Center.

Roca is a century-old, family-owned company of Spanish origin and a global leader in bathroom solutions. Present in more than 170 countries, the company combines tradition, innovation, and sustainability, delivering complete, high-quality solutions for bathrooms and kitchens.