Discovering what’s possible with AI for CX

Every CX leader right now is being asked the same question: What are you doing with AI?

This series shares some of the earliest answers from the teams figuring it out. Where a career in customer support means:

• Applying your expertise to the highest value customer problems, rather than handling rote tasks like password resets or payment updates; and
• Using insights from millions of customer conversations to improve products, reduce friction, and grow the business.

A key challenge for customer support teams has always been balancing cost and quality of the care they can offer, which led companies to rely on technology rooted in a different era — robotic IVRs, or apps and websites. These systems helped businesses scale, but often at the expense of a more personal, effective customer experience.

AI changes the economics of customer conversations, and turns the conversation into the interface. Customers don’t have to learn a new workflow, they can just talk or text. And instead of focusing primarily on deflecting contacts, teams can start asking what they can learn from them.

Thinking bigger: Vivid Seats

At Vivid Seats, the shift was almost immediate. The live events marketplace went from kickoff to live in under four weeks, with resolution rates increasing 40%, and customer satisfaction 35%. But the numbers only tell part of the story.

"We're able to think really big about what's possible," says Katy Smith, Director of CX Agent Experience at Vivid Seats. "Things we would have said were pie-in-the-sky a couple of years ago. We're on the other side of that now."

As more routine inquiries were handled automatically, the role of their CX team evolved. Instead of spending their days working through queues, they shifted to tackling root-cause fixes and turning real-time insights directly into product development.

Learning from every conversation: Wilson

At Wilson, the iconic sporting goods company, their agent not only enables more personalized product discovery — it also reveals what customers find confusing, where information is missing, and friction that exists in the buying process.

Before, they might receive an email asking: "What size glove should I buy for my 10-year-old?" Now the agent can ask follow-up questions, like height, fit preference, and then recommend a specific product. "It's like every customer having access to a knowledgeable agent 24/7," says Mary Craven, Director of Consumer Experience at Wilson.

Every conversation has become a source of intelligence for the customer support team. "We can now identify what information our consumers need and add it directly and easily into the system. It helps us continuously improve how we answer their questions — a benefit we didn't anticipate but now see as critical."

Handling peak season: Minted

Minted, the design marketplace, has one of the peakiest of peak seasons — and at a time of year when people are already stressed.

Their AI agent connects seamlessly to all their customer platforms, giving the team a holistic view into what customers are experiencing. Rather than manually piecing together signals from across the business, the Minted CX team can now identify trends, spot emerging issues, and route insights to the teams best positioned to act.

It’s still early days, and every company is figuring out what works. But these stories point to a common shift: customer conversations are becoming more than a cost to manage. They're a source of insight, a way to improve products and experiences, and a place where CX teams can have a broader impact on the business.