How Wilson® applies a century of craftsmanship to its consumer experiences.

Wilson Sporting Goods is an American icon. Its century-long success is built on craftsmanship, innovation and performance, with a mission to empower every human to live like an athlete.

Speed, efficiency and quality

So when Wilson decided it was time to implement AI to elevate their consumer experience, they wanted a partner who cared as much as they did about performance. As Mary Craven from their CX team explains, “Wilson’s challenge wasn’t a lack of ideas — it was how to handle our email volume effectively. Our inbox was overflowing with everything from order tracking to returns to warranty questions. We needed an immediate solution that would enable Wilson to provide high quality answers in a timely manner.”

Using Sierra’s Agent Studio, Wilson’s CX team was able to launch within weeks — building customer journeys in natural language, without the need for code or engineering support, that they can continuously update and improve.

Better answers and new insights

Today Wilson is focused on key areas including order tracking for stock and custom orders, FAQs regarding discounts or promotions on the sites, and return and warranty questions.

As Mary said: “Each of these reflects real consumer needs we saw every day. Order tracking is one of our highest-volume inquiries, especially for custom orders. Consumers want to know, 'When is my custom glove arriving?' or check the status of their custom uniforms. The AI agent handles all of that instantly. Consumers can see exactly where their order is without waiting for an email response."

The AI agent can even handle more nuanced questions. Take sizing, for example. Before, Wilson might receive an email asking: What size glove should I buy for my XX-year-old?, without any other context. Now, the agent can ask how tall they are, and whether they prefer a looser or tighter so they can recommend the right fit, versus a generic, off the shelf answer*. Says Mary, “It’s like every customer having access to a knowledgeable agent 24/7.”

In addition to reducing email volume, the agent also revealed opportunities to better serve customers. The agent revealed knowledge gaps, like missing product information or sizing details, that the team could quickly address by updating the content snippets and knowledge that powers the agent. As Mary explains: "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."

Performance in practice

Since launch, the agent has already resolved tens of thousands of conversations, with more than 77% containment. For Wilson's consumers, this means instant answers instead of a potential 24-hour wait for an email response—whether they're checking on a custom bat order late at night or looking up sizing details on mobile before practice. The answers they receive are also being continuously upgraded to meet their needs.

The improved experience also unlocks benefits for Wilson’s team and business: the consumer experience team can now focus on more strategic work and building deeper connections with consumers, while the business gains real-time visibility into what consumers need, enabling them to identify trends and make more meaningful improvements faster.

What’s next

Looking ahead, Wilson’s AI agent is expanding into product recommendations, streamlined returns processing, and inventory. As Mary says: "This is all about continuously listening to our consumers and giving them what they need, when they need it. We want every answer at their fingertips so they can get back to the game. That's what great experiences mean to us."

*Wilson is not responsible for fit recommendations that deviate from Wilson’s posted size charts, available on the Wilson brand websites.