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A groundbreaking tool uses artificial intelligence and integrated data to provide proactive, personalized support to Rio residents

On Monday (06/08), during Web Summit Rio, Mayor Eduardo Cavaliere officially launched a new digital engagement model designed to transform how citizens access public services. Pref Rio is a tool that leverages municipal databases, WhatsApp, and artificial intelligence to offer services and address the needs of Rio's residents. Developed by IplanRio, an agency under the Chief of Staff's office, the initiative was a winner of the 2025-2026 Bloomberg Philanthropies Mayors Challenge.

The tool engages with each citizen individually, understands their specific needs, and helps them access public services that often go unused due to a lack of information or simply being forgotten.

In the age of artificial intelligence, government is shifting from reactive to proactive. More than that, it is becoming interactive. The City has begun to use its own data to identify who needs help before they even ask, said Mayor Eduardo Cavaliere. 

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The system was created to address a common challenge in public policy: ensuring residents access essential services that are available but underutilized. Qualitative research conducted with residents during the project's implementation indicates that the issue is not a lack of service availability. 

‍People often forget, struggle to prioritize tasks amidst the challenges of daily life, or find it difficult to navigate the service process. Technology can help solve this, explains IplanRio president Thiago Trabach.

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The project replaces the traditional model—where citizens must seek out the city—with an inverse approach: the public administration now identifies needs, anticipates demands, and offers solutions before problems escalate. Furthermore, the system allows the city to listen to the public in real time and refine internal processes to continuously improve service delivery.

How it works

The technology combines municipal databases from various departments with conversational artificial intelligence. The City can identify situations requiring public attention, reach out to citizens via WhatsApp, and provide personalized guidance to resolve the issue.

The first phase of implementation is focused on approximately 135,000 individuals considered most vulnerable, particularly pregnant women and children up to six years old. The goal is to expand vaccination coverage, improve school attendance, and ensure access to income transfer programs like Bolsa Família, among other essential health, education, and social services.

The focus on early childhood is intentional. International studies show that approximately 90% of brain connections are formed during this stage of life, and investments made during this period yield significant social and economic returns over time.

Tests conducted over the past year show impressive results. Among students living in lower-income neighborhoods, school attendance increased by approximately 10% following the receipt of personalized WhatsApp messages. The tests also showed that 25% of students who had dropped out returned to school following a combination of digital outreach and intervention by the Department of Education.

In the social sector, the project recorded a seven-percentage-point increase in Bolsa Família renewals among groups that received follow-ups via WhatsApp. Beyond quantitative indicators, the initiative revealed important insights into why families do not use public services. For example, more than 15% of children with low school attendance were absent due to health issues or bullying.

The City's goal, with the project developed by IplanRio, is to gradually expand this methodology to all public policies in the city. Following the consolidation of 

beyond early childhood, the city will reach other priority groups, such as the elderly, people with disabilities, and women, eventually expanding to the entire population of Rio.

The goal is for the AI agent to become a new gateway to municipal services, bringing citizens closer to the local government through the app most used by Brazilians: WhatsApp.

‍How to access:

You can access PrefRio on WhatsApp at the number +55 21 99195-2121 or via QR Code:

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