TL;DR:

• Segment customers for personalized support. Use purchase history and behavior data to tailor every interaction, making conversations more relevant and higher-converting.
• Offer onboarding calls for complex products. TUSHY's "Poo-Rus" turned free install calls into a $15 paid service that dramatically boosts customer LTV and retention.
• Pick up the phone strategically. Use voice calls for abandoned carts, stuck tickets, and VIP follow-up.
• Give agents freedom to make judgment calls. Empower your team to bend policies and offer solutions that prioritize retention over rigid rules—confident agents drive more cross-sells.
• Train for helpful selling, not pushy pitches. Use roleplaying to teach agents how to spot buying signals and offer value naturally.

At Gorgias Connect LA 2025, CX leaders from Tommy John, TUSHY, Triple Whale, and Talent Pop shared how support teams solve problems and drive revenue.

This shift, known as the support sales flywheel, doesn’t involve massive overhauls or shiny new tools. Instead, it means doing the small things exceptionally well, like picking up the phone, empowering agents to make judgment calls, and adding a personal touch where others automate.

These brands have shown that when support teams focus on consistency, connection, and conversion, the results compound. Every thoughtful interaction spins the flywheel faster, boosting loyalty, LTV, and revenue.

Ahead, we’re breaking down the most actionable takeaways so your team can start building its own support-led growth engine.

Watch the full panel here:

5 tactics that power the support sales flywheel

From scrappy install calls to AI-powered training, these CX leaders aren’t only talking about driving revenue, they’re doing it. Here’s how they’re turning support into a sales flywheel, and the tactics your team can start testing today.

1. Personalization at scale starts with smart data

“Customer service done right is actually a great source of revenue.” That’s how Tamanna Bawa, Tech Partner Manager at Triple Whale, kicked off the conversation on how data can transform CX from reactive to revenue-driving.

She advises segmenting customers based on purchase history and behavior to deliver more personalized, higher-converting interactions. 

In a market where margins are razor-thin and ad costs are high, Tamanna emphasized that “incremental gains from personalization are the difference between companies that are thriving and the ones that are just surviving.”

Steal this strategy 

• Segment customers based on behavior and purchase history using your helpdesk, CRM, or analytics tool.
• Give agents access to this data so they can personalize every interaction.
• Use macros that adapt based on customer segments, like VIP status, product interest, or past issues.
• Focus on relevance over volume: one well-timed, tailored message converts better than a generic one.

2. The power of onboarding calls

What do you do when your hero product needs a cultural shift as much as it needs installation instructions? If you’re TUSHY, you send in your “Poop Gurus.”

Ren Fuller-Wasserman, Senior Director of CX at TUSHY, shared how her team launched a scrappy, free CX-led service that has now become a legendary video install program to help customers set up their bidets.

The real value wasn’t just tech support. As Ren put it, “It wasn’t about the actual install process, it was the encouragement they needed to change culture.” These calls sparked deeply personal moments (yes, even with cats and toddlers wandering in) and created the kind of emotional connection customers never forget.

Today, that service has evolved into a $15 paid add-on at checkout, and the customers who use it have significantly boost LTV and retention. It’s a masterclass in turning support moments into revenue through genuine human connection.

Steal this strategy

• Identify a product or feature your customers often hesitate to use, install, or fully understand.
• Offer free, low-lift onboarding calls via Zoom or Google Meet to guide them through setup or usage.
• Track LTV, CSAT, or repeat purchase rates for those who opt in.
• If it drives results, package it as a paid add-on at checkout or use it to surprise and delight key segments.
• Use simple tools like Calendly and Typeform to automate scheduling and reduce lift on your team.

3. When in doubt, pick up the phone

Phone support is back, and it’s becoming one of the most effective ways to turn conversations into conversions.

Ren from TUSHY swears by it. Her team uses customer phone numbers from abandoned carts to reach out directly. “You can send a hundred emails,” she said, “but a voicemail from a real person cuts through the noise.” Even if customers don’t answer, the fact that a brand called is memorable, and often enough to drive them back to checkout.

Max Wallace, the Director of CX Tommy John echoed the value of voice. His team recently implemented Gorgias Voice, using it to track conversion rates by agent. That visibility helps them identify what top performers are doing differently and replicate it across the team. “By the end of a tough call, customers often apologize for how they started. You can’t get that kind of de-escalation over email.”

In a world where inboxes are crowded and chat fatigue is real, a real voice builds real trust and real revenue.

Steal this strategy

• Start small: offer limited phone hours once your chat and email support are dialed in.
• Use phone strategically—for abandoned cart outreach, stuck tickets, or VIP follow-ups.
• Track call outcomes with tools like Gorgias Voice to see which agents are converting.
• Train agents to de-escalate and personalize through roleplaying or AI-based call simulations. 

Pro Tip: Don’t rush into phone if your other channels aren’t dialed in. “Master email and chat first. Then, start with limited phone hours. Taste it before scaling it,” said Armani Taheri, the co-founder of TalentPop. 

4. Trust your team to use their judgment

For Max at Tommy John, revenue-driving support starts with two things: deep product knowledge and the freedom to bend the rules.

“We have five different fabrics for men’s underwear alone,” Max shared. To help customers choose the right one, agents need firsthand experience. That’s why Tommy John sends new products directly to the support team, so they can offer real, personalized recommendations like “Try Second Skin instead of Cool Cotton.”

But product knowledge is only half the equation. The other half is empowering agents to make judgment calls. Tommy John’s “Best Pair Guarantee” allows customers to try a product and get a refund or replacement if it’s not the right fit. 

Agents are trained to prioritize retention, offering replacements instead of refunds, recommending better-suited products, and using their own discretion to keep customers happy.

As Max put it, “We don’t have really strict policies… we want them to use their best judgment.” That confidence translates into smoother resolutions, more cross-sells, and customers who stick around.

Steal this strategy

• Send new or popular products to your CX team so they can speak from firsthand experience.
• Build simple product cheat sheets or comparison guides to help agents make tailored recommendations.
• Give agents clear guidelines—but also the freedom to make judgment calls when it comes to refunds, replacements, or policy exceptions.
• Let your team know it’s okay to “bend the rules” if it means keeping a customer happy.
• Track outcomes like retention and CSAT to show how empowered agents directly impact loyalty and LTV.

5. Training teams to sell without the push

How do you train outsourced agents to drive revenue, without sounding like a sales team? According to Armani Taheri of TalentPop, it starts with confidence and context.

“You have to tailor-fit the training approach to each brand,” he explained. That means grounding agents in product knowledge, tone of voice, and customer journey before they ever interact with a shopper.

One of the most effective tactics is roleplaying. Armani’s team uses both live roleplays and AI-powered chat simulations to prepare agents for real conversations, pre-sales, post-sales, and everything in between. Tools like Replit and Lovable help create lightweight, brand-specific training environments agents can practice in at their own pace.

The goal isn’t to turn CX reps into hard sellers. It’s to give them the confidence and consistency to recognize revenue opportunities, and act on them in a natural, helpful way.

Steal this strategy

• Start with the basics: make sure agents understand your product, tone of voice, and customer journey.
• Roleplay low-pressure scenarios, then layer in more complex ones.
• Try AI-powered training tools like Replit or Lovable to create brand-specific simulations agents can practice anytime.
• Emphasize helpfulness over selling: coach agents to spot buying signals and offer value, not push products.
• Review transcripts together to highlight great conversations and show how small shifts lead to better outcomes.

Tools to power your flywheel

Ready to turn your CX team into a revenue engine? Here are some of the tools mentioned by the panelists that help make it happen:

• Gorgias Voice: Track revenue by agent, spot top performers, and improve conversion rates across the team.
• Flip CX: Automate common phone interactions with AI-powered voice support.
• Kixie: Drop voicemails, integrate with Klaviyo and Shopify, and build smart call queues for abandoned cart outreach.
• Calendly + Typeform: Scrappy, low-lift tools for scheduling paid or free support calls that drive LTV.

Whether you're scaling phone support or experimenting with post-purchase outreach, the right tools make the flywheel spin faster.

Your CX team might be your best-kept sales secret

They’re on the front lines with your most engaged customers, answering questions, easing doubts, and uncovering what really drives purchases. With the right tools and training, they resolve tickets and help close the sale.

With tools like Gorgias Voice, it’s easier than ever to connect the dots between conversations and conversions.

Want to see how your CX team can help drive growth?

Book a demo to see how Gorgias Voice powers sales through support.

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TL;DR:

• Start with your CX team—they know what customers are asking. Their insights reveal what’s confusing, what’s converting, and what’s causing returns before marketing ever gets involved.
• Turn pre-sale questions into better messaging. Use common support queries to improve landing pages, product descriptions, and emails so customers feel confident enough to convert.
• Your best-performing products aren’t always the most hyped. Let real customer comments guide your messaging by identifying what people rave about in chats and reviews.
• Customer confusion and returns usually stem from messaging gaps. Fix product pages, policies, and descriptions to better reflect what people need to know upfront.

Your CX team talks to customers every day. They know what’s confusing, driving purchases, and causing returns, because they hear it firsthand.

But all too often, those insights stay siloed in support tickets and live chat transcripts instead of informing the campaigns that shape the customer journey.

This post is here to change that. We’re breaking down the most valuable questions marketing teams should be asking their CX counterparts. When marketing and CX work together, you get more relevant messaging, smarter product positioning, and campaigns that convert.

Whether you’re planning a big seasonal push or just want to improve product education, this is where to start.

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1. What do customers ask about before buying?

Your CX team knows what makes shoppers hesitate. They’re the ones fielding questions like: Does this come in a larger size? Is it final sale? Will it arrive in time?

Beyond being pre-sale inquiries, they’re signals. They reveal what your customers care about most, and where your messaging may be falling short. When marketing teams tune into this, they can proactively address objections in landing pages, product detail pages (PDPs), emails, and top-of-funnel content.

At luxury jewelry store Jaxxon, Director of Customer Experience Caela Castillo saw firsthand how important it is to address these questions early. 

“Chat used to be a support tool for repetitive questions and problem-solving, but now AI Agent takes care of that for us,” she said. Once those friction points were handled upfront, the CX team could focus on more meaningful conversations, and conversions improved.

And when AI recommended the wrong products? Conversions dropped. It was a clear signal that relevance matters, especially before the sale.

Ask your CX team:

“What do customers most often need to know before they buy, and how can we answer that earlier in the journey?”

2. What product do customers rave about—and why?

Your best-selling product isn’t always your hero product. Sometimes, it’s that under-the-radar item that customers can’t stop talking about. The one that shows up again and again in reviews, chats, and post-purchase surveys.

The insight is gold for marketers. The key is to find out why people love it. Is it the fit? The feel? The results?

At online fashion brand, Princess Polly, Alexandria shared that her team expected Gen Z shoppers to lean on AI for recs, but what really influenced them was customer feedback. Reviews, not bots, built trust. That’s why campaigns built around real customer language and experiences often outperform the most polished product copy.

Shopping Assistant can turn those rave reviews into real-time action. It highlights top products using your Shopify product catalog to make personalized recommendations, proactively assists shoppers by using behavior signals, and even offers tailored discounts when they’re ready to convert. That means less guesswork, greater relevance, and an easier path to purchase.

Ask your CX team:

“Which product do customers rave about most, and what exactly are they saying?”

3. What product causes the most complaints?

When customers are frustrated, it’s easy to blame the product. But in many cases, the issue isn’t quality, it’s communication.

At Shinesty, a men’s underwear brand, Molly Kerrigan, Senior Director of Retention, observed that high return rates often stemmed from unmet customer expectations. 

She noted the importance of maintaining clear and consistent communication as the company grows, “We get a lot of praise from our customers, and they talk highly of our CX team after 1:1 interactions. We can’t lose that as we scale.” 

Molly notes that using Gorgias AI Agent enables Shinesty’s customers to receive quick answers, freeing her team's time for more complex or sensitive issues.  

Similarly, Princess Polly saw that delivering a standout customer experience meant being fast, consistent, and helpful at every stage. After switching to Gorgias, their support performance improved dramatically:

• 80% decrease in resolution time
• 95% decrease in first response time
• 40% increase in efficiency

Before changing the product, try updating the messaging. Use insights from CX to rewrite descriptions, add size guides, include user-generated content, or even build a quick-fit quiz. Small tweaks help set clearer expectations and reduce unnecessary returns.

Ask your CX team:

“Which products are driving the most complaints, and what do customers wish they knew before buying?”

4. What confuses customers the most?

Confusion is a conversion killer. If a customer isn’t sure about how something works, what’s included, or whether it’s right for them, they’re more likely to bounce.

That’s why it pays to ask your CX team where customers get stuck. Is it a product feature that needs more context? A vague store policy? A missing detail on a bundle?

The good news is that most confusion is fixable. Start with the following steps: 

• Simplify your product pages
• Add quick-hit FAQs to your emails
• Use plain language and real examples

If you’re using Shopping Assistant, you can go even further. It can detect when shoppers are hesitant and provides real-time nudges. Like an assistant who knows all your needs, Shopping Assistant automatically surfaces the questions customers are likely to ask when evaluating a product, so they’re equipped with the clarity they need to proceed to checkout.

TUSHY, a modern bidet brand, faced similar challenges. As bidets aren't mainstream in North America, shoppers often had concerns about product compatibility and installation. They’d ask questions like:

• Will a bidet fit my toilet?
• Is installation complicated?
• Which bidet is right for me?

Without immediate answers, many potential buyers would abandon their purchase. To address this, TUSHY implemented Shopping Assistant, providing instant support. Taking this approach resulted in an 81% higher chat conversion rate compared to human agents and a 13x return on investment.

“The Shopping Assistant has been a game-changer for our team, especially with the launch of our latest bidet models. Expanding our product catalog has given customers more choices than ever, which can overwhelm first-time buyers. Now, they’re increasingly looking to us for guidance on finding the right fit for their home and personal hygiene needs,” said Ren Fuller-Wasserman, Sr. Director of Customer Experience at TUSHY.  

Ask your CX team:

“Where do customers get confused most often—and how can we clear that up sooner?”

5. Which products are frequently bought together?

Your CX team picks up on patterns that analytics sometimes miss. They hear which items customers ask about in the same chat, which products get added to carts together, and which pairings people reorder time and time again.

That intel is a goldmine for bundling and upselling. It helps you build smarter campaigns that feel relevant and drive real value.

Zoe Kahn, owner of Inevitable Agency and former VP of Retention and CX at Audien Hearing, emphasizes the importance of using AI to enhance customer interactions.

“A lot of that revenue was potentially missed revenue because these were customers sitting on the site, asking questions about the products, and wanting an answer now so they could purchase…Now, AI can answer those questions immediately and convert those customers.”

With Shopping Assistant, you can act on these insights in real time. It will surface personalized product pairings, bundle suggestions, or accessories based on customer behavior. All before they hit the checkout page.

6. Which products lead to the most returns, and why?

Returns cut into your margins and chip away at trust. Most of the time, they’re not caused by poor-quality products. They happen because expectations weren’t met.

Your CX team already knows which items come back the most and why. Maybe the color doesn’t match the photos. Perhaps the fit runs small, or the product description left out a crucial detail. 

Instead of pushing the product harder, reframe how you present it. Add real customer photos. Include fit notes or a sizing chart. Call out anything that might surprise the customer post-purchase. A little clarity upfront goes a long way in reducing returns and boosting retention.

At Pepper, an intimates brand specializing in bras for small-chested bodies, they recognized the importance of pre-sale education. When customers have sizing questions, their AI Agent, Penelope, can provide immediate assistance.

“Penelope takes the information we give her and responds better than a Macro. She tailors it so that it sounds like a natural conversation between two people,” said Gabrielle McWhirter, CX Operations Lead at Pepper.

By proactively providing instant support, Pepper improved customer satisfaction and saw an 18% uplift in average order value.

Ask your CX team:

“Which products get returned the most—and what could we do upfront to change that?”

CX + marketing = smarter campaigns, better results

Before you launch your next campaign, start with a quick sync with your CX lead. They already know what your customers need to hear. You just have to ask.

From fixing messaging gaps to surfacing the right products at the right time, these insights help you connect with customers in personal, timely, and relevant ways.

Tools like Shopping Assistant make it easier than ever to act on this data in real time. You can turn CX knowledge into dynamic recommendations, personalized nudges, and smarter discounts.

Ready to see how you can improve your online shopping experience? Book a demo to see how Gorgias Shopping Assistant engages customers in real-time.

TL;DR:

• Ecommerce brands not using AI are falling behind, as 77.2% already use it daily to boost efficiency and revenue.
• AI saves time and cuts costs, like Trove Brands saving $23K/month and reducing cancellations by 70%.
• Customers want speed and privacy—AI provides fast, judgment-free answers in sensitive categories.
• AI empowers support teams by handling routine tasks so agents can focus on high-value interactions.

Doing nothing when there’s rapid change happening in an industry is risky business.

Right now, according to our latest report, 2025 Ecommerce Trends, 77.2% of ecommerce professionals are already using AI in their day-to-day work. What happens if you’re part of the 22.8% that isn’t?

Inaction is action—one that’s a quiet drain on revenue, resources, and reputation.

Every minute spent on manual work is a minute your competitors are focusing on higher-value customer interactions, improving CX, testing offers, and scaling campaigns.

And the cost of falling behind is compounding fast. Here’s what you’re losing when you pass on AI.

Time lost = money lost

As support volume grows, so does the cost of inefficiency.

Nearly 80% of CX professionals say AI saves them time. In fact, 83.9% of support leaders using AI in Gorgias say it has made their teams more efficient.

Trove Brands experienced this firsthand:

• They reduced missed cancellations by 70%
• And saved $23,000/month in labor costs by automating repetitive support tasks

If AI can handle 70% of your support tickets, your team finally has the time—and headspace—to focus on the 30% that actually builds trust, drives repeat revenue, and improves the customer experience.

Trust when customers need it most

Hot take: AI isn’t impersonal. Not using it is.

In 2024, nearly one-third of CX leaders worried AI would make interactions feel less human. A year later, that number dropped by half. 

Why? Brands started to see that AI wasn’t hurting the customer experience, it was removing friction from it.

For sensitive or personal products—think wellness supplements, intimate gifts, or anything a shopper might feel awkward asking about—AI creates space for honesty without judgment. And that can change the outcome entirely.

“Too often, a great interaction is diminished when a customer feels reduced to just another transaction,” said Ren Fuller-Wasserman, Senior Director of Customer Experience at TUSHY. “With AI, we let the tech handle the selling—unabashedly, if needed—so our future customers can ask anything, even the questions they might be too shy to bring up with a human. In the end, everyone wins.”

It’s a powerful point, especially for brands where discretion matters. AI removes that barrier. 

You're losing trust if your support experience still makes customers hesitate. For many, that means being able to get an answer without needing to explain themselves first.

Revenue hiding behind unanswered questions

Every unanswered pre-sale question or missed upsell is revenue slipping through your fingers.

Product recommendations alone have the potential to increase revenue by up to 300%, boost conversion rates by 150%, and drive 50% higher AOV. But those results don’t come from hoping customers find what they need. They come from proactively guiding them.

That’s where AI comes in.

With Gorgias AI Agent and automation features, for example, Kirby Allison

• Increased conversions by 23%
• Grew sales from support by 46% in just two months

“Our favorite features are definitely Flows and Article Recommendations. They drive so much automation for us. Shoppers get answers to their questions by themselves—what’s the right size hanger, where is my order, what shoe polish would you recommend, etc,” said Addison Debter, Head of Customer Service.

Flows let Kirby Allison surface up to six commonly asked questions directly in the chat widget. When clicked, each one opens a relevant help article—no agent needed.

Auto responses also allowed the team to handle common inquiries like sizing, shipping, and order tracking before a human ever steps in.

If your support team isn’t set up to handle pre-sale conversations at scale, the cost isn’t just in time. It’s in all the revenue you never realize you’re missing.

A CX team stretched thin

It might sound counterintuitive, but AI gives your team more space to be human.

The myth that AI replaces agents is still floating around in some circles, but the reality inside fast-growing ecommerce teams looks different.

In fact, AI frees up time for your team to focus on what they do best: solving complex problems, building relationships, and creating moments that actually drive loyalty.

SuitShop is a perfect example of this in action. When the team adopted AI Agent, they paired automation with intentional escalation: 

“We’re helping customers feel confident during some of the most important moments in their lives—weddings, proms, job interviews, and everything in between. Naturally, my biggest concern with introducing AI was: ‘Will customers feel like they’re getting the same level of care from AI?’ But learning that AI Agent would pull knowledge from our Help Center articles and Macros, which are already written in our brand voice, made me feel more confident,” said Katy Eriks,
Director of Customer Experience.

AI was able to handle common pre-sale questions like shipping timelines and product availability, while human agents stepped in for customizations, wedding-specific questions, and tailored styling support.

The goal wasn’t to remove the human element. It was to give their agents the time and context to show up more meaningfully.

The longer you wait, the harder it is to catch up

In just one year, AI adoption among Gorgias users jumped from 69.2% in 2024 to 77.2% in 2025.

Excitement is rising, too: 55.3% of ecommerce professionals now rate their interest in AI as 8–10 out of 10, up from 45.6% the year prior.

AI is no longer in its experimental phase. It’s the standard, baked into everyday workflows across ecommerce.

If you’re still on the sidelines, 2026 is going to feel like a catch-up game.

The good news? You don’t have to overhaul everything to get started.

So while we’re on the topic of speed, let’s walk through how to start implementing AI for your brand.

How to get started with AI

You don’t need to automate everything on day one. The best CX teams start small, pick the right entry points, and give AI the same level of care you’d give a new team member. Here’s how to roll out AI in a way that actually works:

1. Vet your options thoughtfully

When searching for a new AI tool to help you manage CX, look for one that:

• Offers strong tone-of-voice control so your AI doesn’t sound like a chatbot from 2012
• Delivers consistently accurate responses, even as inputs and workflows evolve
• Provides real post-sale support to help your team troubleshoot, train, and scale usage

Price matters, but it shouldn’t be your only filter.

Also, AI should make your team feel more capable. If it feels like a bolt-on or requires constant developer help, it’s going to create friction, not solve it.

2. Make someone own it

The most successful AI implementations all have one thing in common: someone owns it.

“One of our CX Managers spent 30–40 hours a week building and refining AI. That ownership was critical,” said Sarah Azzaoui, VP of Customer Experience at Clove, when she was explaining how her team first got started with AI.

What many people don’t realize is that AI isn’t going to be perfect out of the gate. AI takes real time and intention to build out. Assigning a clear point person—or better, a small squad—ensures someone is tracking performance, making optimizations, and flagging edge cases.

3. Involve your CX team from the start

No one knows your customer conversations better than your support team. They see the full range of questions, tone, friction points, and emotional nuance every day.

Bringing them into the AI rollout early helps you:

• Identify which questions are repetitive and low-stakes
• Flag which issues should always be handled by a human
• Set realistic expectations across the org about what AI should handle vs. what it could handle

This step also builds trust. If your agents feel like AI is something being done with them instead of to them, adoption is smoother and the outcomes are better.

4. Start small with the right topics

One of the biggest mistakes brands make with AI is trying to do too much, too soon. AI rollout should feel like a phased launch, not a switch flip.

Start in a test environment if your platform allows for it. Roll out automation in stages—by topic, channel, or ticket type—and QA every step of the way.

We suggest beginning with high-volume, low-complexity tickets like:

• “Where’s my order?”
• Subscription pauses or cancellations
• Returns and exchanges
• Store policies and FAQs

Platforms like Gorgias offer tools like Auto QA that track whether AI responses hit the right tone, offer accurate answers, and resolve issues effectively. Use those tools to catch gaps early and monitor performance over time.

That slow, deliberate rollout pays off in performance. At Psycho Bunny, AI Agent now automates 30% of customer tickets, with custom messaging that reflects their brand tone and processes.

Once you’re ready to scale, you’ll feel more confident that the simple queries are handled correctly while you start to train the AI on more nuanced questions.

For example, Gorgias’s Guidance feature gives AI access to non-public SOPs so it knows how to respond or when to escalate.

“The Guidance feature is so important,” said Tosha Moyer, Senior Customer Experience Manager at Psycho Bunny. “We have a lot of processes that we definitely don’t want described in a customer-facing article, but we want AI Agent to be able to access that information and manage tickets accordingly.”

5. Prep your knowledge base

Even the best AI platform can’t succeed without solid inputs.

Before you roll out, take a hard look at your help docs and macros:

• Are they accurate?
• Are they clear and consistent in tone?
• Are they tagged so AI can understand when to use them?

Think of this step as training your AI. The stronger your internal content library, the more helpful and brand-aligned your AI will be across every channel.

6. Communicate with customers

Whether you disclose AI usage is up to you, but be intentional.

Some brands choose anonymity for a more seamless experience. Others find that transparency builds trust, especially when something goes wrong.

What matters most is that your approach aligns with your brand tone and customer expectations—and that clear escalation paths are in place if a conversation needs a human.

Research shows that 85% of consumers want companies to share their AI assurance practices before rolling out AI-powered experiences. Customers are open to AI. But they expect clarity when it counts.

7. Scale the program over time 

Once you’ve built the foundation, scaling AI across your CX org becomes a lot easier.

“We started with cancellations. Now we’re rolling out warranty claims, retention campaigns, and more,” said the team at Trove Brands.

After proving value with one or two ticket types, look for opportunities to expand:

• Pre-purchase product recommendations
• Exit-intent offers via chat
• Predictive personalization
• Multichannel automation across email, SMS, and live chat

The goal is to implement smarter automation that makes your team more effective and your customers more supported.

The future is human + AI

The best CX teams aren’t choosing between AI and human agents. They’re choosing both and building stronger systems because of it.

“It’s not human agents vs. AI,” said the team at Clove. “Our team helped shape the AI strategy—and that changed everything.”

But ignoring AI? That comes at a cost. And it’s not just inefficiency. It’s:

• Missed sales from unanswered questions
• Slower support that erodes customer trust
• Burnt-out teams stuck in reactive mode
• Lower CSAT from inconsistent experiences
• And eventually, falling behind as the rest of the market moves forward

It’s time to build it into your workflows. Not just as a helper, but as a core part of your team.

Start using Gorgias AI Agent to reduce ticket load, recapture revenue, and deliver the kind of support that actually feels personal.

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