We know how it feels: you keep hearing about AI in customer experience and how it’s transforming everything, but every story seems to involve billion-dollar budgets and multi-year roadmaps.
If you're leading CX at a midmarket ecommerce brand or connected device company, you're probably wondering:
What can we actually do with AI in customer experience—without burning out our teams or breaking the bank?
The good news is that great AI doesn’t have to be overengineered. In fact, the smartest brands are using it to do very human things—like reducing response times, improving personalization, and freeing up agents for higher-impact work.
Here are five recent, real-world examples of AI in customer experience done right, with practical takeaways you can bring back to your team.
Ulta Beauty: personalizing at scale with AI-driven campaigns
Ulta combined data from its loyalty program, credit card usage, email, and SMS platforms to create a unified customer view.
Leveraging AI, they delivered personalized marketing campaigns based on individual preferences and behaviors.
The result?
95% of their sales now come from returning customers.
Takeaway: You likely have customer data across a few platforms already. AI-powered personalization doesn’t require an enterprise budget—just smart segmentation and intent-based messaging.
This is the kind of strategy we explore when helping ecommerce companies scale support during peak seasons or improve retention through personalized experiences. You can also see how we support this work on our ecommerce landing page.
Liberty London: speeding up support with AI-powered triage
Liberty used AI to automate the classification and routing of support tickets by topic, urgency, and customer sentiment. The result was a leaner, faster support operation.
- 73% drop in first reply time
- 11% faster resolution
- 9% boost in CSAT
Takeaway: You don’t need a customer-facing chatbot to start benefiting from AI in CX. Internal automation—like smart triage—can have just as much impact.
We’ve written about how to implement customer support triage and the KPIs that actually matter when you’re measuring impact.
If your team needs faster workflows and higher CSAT, our augmented AI offering supports intelligent ticket routing and agent assist tools.
IKEA: automating FAQs without losing the human touch
IKEA’s generative AI chatbot, Billie, handles nearly half of customer questions and provides lightweight design advice—without replacing agents.
Takeaway: You don’t need to boil the ocean. A small, scoped chatbot that handles your top five customer questions can create measurable relief for your team.
We’ve seen this firsthand when helping clients implement augmented AI in support and define when to use human support. AI works best when it’s focused and collaborative, not a replacement for your team.
Amazon: summarizing customer reviews with generative AI
Amazon now auto-summarizes product reviews using generative AI, surfacing pros, cons, and patterns in a few digestible sentences.
Takeaway: You don’t need millions of reviews to make this useful. If you're collecting customer feedback from surveys, reviews, or transcripts, AI can turn it into real-time, actionable insights.
This is especially helpful for connected device companies trying to shorten support cycles or reduce product confusion.
We’ve explored related use cases like predicting customer churn or automating technical support for IoT.
IndiGo Airlines: scaling omnichannel support with chatbots
IndiGo deployed a conversational AI assistant on their web and WhatsApp. The bot automates tasks like check-in, flight status, and booking changes, handling 42 million messages per quarter.
Takeaway: Whether you’re in travel, ecommerce, or hardware, scaling support doesn’t have to mean hiring more agents. Starting with a single channel and a few high-volume tasks can be transformative.
This is one of the core goals of our augmented AI solution, especially during peak seasons when outsourcing and automation combine to reduce response times while keeping CX high.
Read the Forbes India article →
Ready to apply what you’ve learned about AI in customer experience?
These brands are using AI to support—not replace—their teams. Each example shows how small, focused automation can lead to better customer experience and improved team morale.
You don’t need to do it all at once. Start with one repetitive workflow or one insight you’re not acting on today.
And if you're curious where to begin, take a look at our:
- Augmented AI solution
- Ecommerce support offerings
- Connected device support solutions
- Or browse more insights from our AI in customer support blog series
