Personality matters—especially with AI. No one is excited to chat with Automated Support Assistant #493. Consumers want experiences that truly reflect the brands they love, with the same tone, humor, and personality. And that's what Sierra is working to build: AI agents that enable companies to serve customers—solve a technical problem, book a flight, find a lost order—24/7 in their unique brand voice.
Same platform. Different personalities.
What’s in a name?
Turns out, quite a lot. For many brands, one of the best ways to make AI feel right is what they name their agent:
- Personal vs. Impersonal: When customers feel like they’re talking to a person, not a computer, they engage more—making interactions smoother and more enjoyable.
- Memorable vs. Forgettable: Names stick with consumers, increasing brand recognition and engagement over time. Who wouldn’t want to text with “Barbra”?
- Acceptance vs. Rejection: Customer experience teams are more likely to integrate agents into their workflows when it feels like a colleague, not just software—helping them provide a higher-quality service.
Meet Barbra, from ThirdLove
ThirdLove’s AI agent, Barbra, is more than just a virtual assistant—she’s a fit expert, a guide, and a customer’s personal stylist. Barbra makes bra shopping less of a guessing game and more of an empowering experience. She knows her stuff—and she knows how to say it without making it feel like you're being quizzed by an old-school tailor with a measuring tape.
As Amber-Lynn Richey, ThirdLove’s Senior CX and Sales Manager, explains: “We wanted our AI to feel like a trusted friend, someone who truly understands fit beyond just measurements. Barbra helps customers make confident decisions, all while sounding like she belongs to our team.”
Meet Duncan Smuthers, from Chubbies
Humor and irreverence define Chubbies’ brand and their AI agent needed to match that energy. Enter Duncan Smuthers. Trained on a decade of Chubbies’ brand voice, Duncan is the ultimate laid-back yet helpful shopping companion.
Kit Garton, SVP of Commercial at Chubbies, shares: “Duncan isn’t just here to answer questions—he’s here to entertain, surprise, and delight. Customers love his personality, and because he reflects our brand so well, he strengthens the bond between us and them.”
But Duncan isn’t all jokes. He’s smart enough to know when to tone it down, adjusting his tone when customers seem frustrated. Because, as Kit says, there’s a time for comedy, and then there’s a time when someone just really needs to know where their package is. Since launching Duncan, Chubbies has seen a 50% improvement in customer service response times.
Meet Harmony, from SiriusXM
SiriusXM’s AI agent, Harmony, is an extension of the brand’s customer experience, ensuring that listeners never miss a beat. Harmony’s conversational tone and ability to handle complex inquiries have earned her praise from customers and executives alike.
And with her built-in compliance guardrails, she delivers a reliable, high-quality experience every time, with a lower risk of error. With Harmony, SiriusXM has proven that AI can be more than just a support tool—it can be a true partner in delivering an exceptional, uninterrupted listening experience.
Better, more human customer experiences
Your AI agent is an extension of your brand’s voice, values, and customer experience. As Harmony, Duncan Smuthers, and Barbra all show, Sierra can help your business build better, more human customer experiences with AI.
So, what will you call your agent?
