How AOL modernizes a heritage brand using AI-powered customer service with Sierra.
Discover how AOL is using AI to modernize customer support while evolving as a trusted destination for security, services, and content that users love.
Case resolution
64%
For over 35 years, AOL has been a household name, bringing ease and simplicity to internet access.
At its core, the brand has always been about connecting users with powerful, relevant, and trusted online experiences. Today, AOL welcomes over 37 million monthly active users across its ecosystem, which brings together top headlines, email and expansive content across entertainment, business, lifestyle, and more.
As Brendan Jennings, General Manager of AOL, explains: “Over the past few years, we’ve made significant investment in revitalizing the product experience to help users make the most of their online time. This innovation is deeply embedded into every facet of our user experience, spanning all product interactions and customer care touch points. The relationship we’ve cultivated with our audience has underpinned the stability and longevity of our brand—and excellence in customer care is paramount to this relationship.”
“ The relationship we’ve cultivated with our audience has underpinned the stability and longevity of our brand—and excellence in customer care is paramount to this relationship.”
Revitalizing customer care with AI
Leading AOL’s customer care transformation is Carly Swanberg, VP of Global Customer Care. With over a decade of experience at AOL, Carly is the driving force behind the company’s push to modernize its approach to customer service. Her philosophy is bold: embrace change, innovate, and build solutions that meet customer needs.
“We’re not just maintaining a brand; we’re revitalizing it,” Carly explains. “AOL has a unique demographic of loyal customers, many of whom prefer traditional phone support channels. Our challenge is to maintain familiar support methods, while introducing tools and approaches that enable more seamless and efficient experiences.”
“Our challenge is to maintain familiar support methods, while introducing tools and approaches that enable more seamless and efficient experiences.”
Deploying AOL’s first AI agent
To modernize its customer support, AOL partnered with Sierra to deploy its first AI agent. The agent focuses on delivering personalized, responsive support for a wide range of customer needs, ensuring a comprehensive experience that addresses pressing concerns.
Billing inquiries
The AI agent explains outstanding balances, often caused by expired or deactivated credit cards, and negotiates resolutions. It does more than notify users of issues; it offers proactive solutions like personalized waivers, customized for each unique situation. The agent then assists with updating the user’s information to clear up their balance.
Payment method updates
The AI agent eliminates friction by directly performing credit card switches or updates. It handles the entire process, from making the changes to verifying their accuracy. For users facing technical difficulties, the agent can swiftly troubleshoot and escalate issues to a live agent when necessary—ensuring every query is resolved.
Billing breakdown
Users get detailed explanations of charges, fluctuations, and billing history. This feature clarifies amounts owed and contextualizes charges based on previous billing cycles, promotions, or service adjustments.
General questions
The agent provides comprehensive answers to common queries, from troubleshooting login issues to managing account settings. It can also guide users to additional resources or escalate more complex issues to a live agent.
The results of AOL's AI-driven approach
AOL’s AI agent was a transformative step, offering users a more intuitive way to resolve issues. The results were significant: AOL achieved a 64% case resolution rate, with most inquiries handled entirely by the AI agent.
What’s next for AI and automation in customer care
Many of AOL’s loyal customers prefer speaking directly with a representative, and these conversations often stretch over 20 minutes, reflecting the company’s deep commitment to listening, understanding, and resolving customer issues.
“Our calls are long because they need to be,” Carly explains. “We troubleshoot, empathize, and ensure people feel heard. That’s something we’ll never compromise on. But the challenge is clear—how do we scale these amazing, high-touch experiences without losing what makes them special?”
With an eye to the future, Carly and her team are working to automate identity verification. They are also planning to expand their AI agent to engage users on phone calls, eliminating hold times while providing natural and delightful support. All of this will free up AOL’s human agents to focus on solving complex issues, and delivering personalized care.
Carly’s team also aspires to achieve a comprehensive and detailed view of all call and chat interactions, solving broad problems in real time. “Today, if there is an issue, someone needs to report it, after which it is voted on before being flagged to our team,” explains Carly. “With Sierra, we are excited to spot emerging issues at a much earlier stage, allowing the team to act faster and with greater precision.”
By combining AI capabilities with its tradition of personalization and empathy, AOL is creating a scalable, modern support system, demonstrating that legacy brands can lead in a changing landscape.
“With Sierra, we are excited to spot emerging issues at a much earlier stage, allowing the team to act faster and with greater precision.”
