How Next transforms global customer service with AI.

Next, the iconic British fashion retailer operating across 83 countries, needed a customer service solution that could scale with their explosive growth while maintaining the approachable, professional tone their brand is known for. With varied customers spanning brands like Gap, Victoria's Secret, and Fat Face—each requiring unique communication styles across different markets and channels—Next identified an opportunity to deliver personalized service at massive scale.

In just six weeks, Next implemented an AI agent, powered by Sierra, across two high-quality use cases that immediately transformed their operations. The agent now handles complex arrange-return queries, automatically matching customers without requiring order numbers and seamlessly managing identity verification. The solution adapts to regional preferences, allowing Next to expand into new languages and processes at the pace of their rapid sales growth. Most importantly, the agent reflects Next's distinct voice: professional, helpful, friendly, and approachable. As Next's team puts it, "What moves me about our AI agent is just the possibilities. It's actually amazing what it can do."