TL;DR:

• Train your AI like a new hire. Give it tone guidelines, review weekly, and keep refining to stay on-brand.
• Adapt AI to real customer behavior. Adjust tone and timing to improve satisfaction, even if the answer stays the same.
• Use AI to drive sales, not just support. Top brands use it to answer product questions and guide pre-purchase decisions.
• Start small and improve as you go. Begin with one common question and test often to build momentum.

If you’ve been side-eyeing AI and wondering if it’s just hype, you’re not alone. A lot of CX leaders were skeptical, too:

“I used to be the loudest skeptic,” said Amber van den Berg, Head of CX at Wildride. “I was worried it would feel cold and robotic, completely disconnected from the warm, personal vibe we’d worked so hard to build.”

But fast forward to today, and teams at Wildride, OLIPOP, bareMinerals, and Love Wellness are using AI to do more than just deflect tickets. They’re…

• Cutting costs without cutting corners
• Driving revenue before a customer even checks out
• Delivering fast, on-brand, human-feeling support at scale

Here are six lessons you can steal from the brands doing it best.

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1. Think of AI as your sidekick

We need to get one point across clearly: AI isn’t about replacing your support team.

For brands with lean CX teams, burnout is a serious problem. And it’s one of the biggest reasons AI adoption is accelerating.

“I was constantly seeing the same frustrating inquiries—sponsorship asks, bachelorette party freebies, PR requests… 45% of our tickets were these kinds of messages,” said Nancy Sayo, Director of Consumer Services at global beauty brand, bareMinerals.

“Once I realized AI could handle them with kindness and consistency without pulling in my team, I was sold.”

Instead of thinking of AI as a replacement, think of it as an enhancement. 

It’s about making sure your CX team doesn’t burn out answering the same five questions 50 times a day.

With Gorgias AI Agent, Nancy’s team now uses automation to absorb the high-volume, low-conversion noise, freeing up their seasoned agents to focus on real revenue-driving moments.

“We use AI to handle low-complexity tickets. And we route higher-value customers to our human sales team—people who’ve been doing makeup for over a decade and really know what they’re doing.”

TL;DR? The smartest teams use AI to take the weight of repetitive tickets (“Do you ship internationally?” “Can I get free samples?”) off their shoulders so agents can focus on conversations that build trust, drive loyalty, and increase LTV.

2. Train your AI like a team member

While you can get started with AI quickly for simple queries, we don't recommend using it “out of the box.” And honestly, that’s a good thing.

Brands that “set it and forget it” are missing the point. Because if you want AI to sound exactly like your brand—not like every other chatbot on the internet—you need to give it the same context you’d give a new hire.

Amber van den Berg, Head of Customer Experience at baby carrier brand Wildride, wrote out detailed tone guidelines, including:

• Dos and don’ts for customer conversations
• Approved Dutch-to-English translations
• Example replies for nuanced, emotional questions
• Pre-written macros for product recs and delivery issues

“Lisa, our AI agent, is basically a super well-trained intern who never sleeps. I give her the same updates I give my human team, and I review Lisa’s conversations every week,” said Amber. “If something feels off-brand, too robotic, or just not Wildride enough, I tweak it.”

The feedback never stops, and that’s what makes Lisa so effective.

Related: Meet Auto QA: Quality checks are here to stay

3. Let AI mirror the pacing of real conversations

Even when AI gets it right, customers might not always feel like it did. Especially if the tone of voice is off or if your customer base just isn’t used to automation.

“Our CSAT was low at first,” said Nancy Sayo of bareMinerals. “Even if the response was accurate and beautifully written, our older customers just didn’t want to interact with AI.”

So Nancy’s team adapted. Rather than giving customers a blunt “no” to product requests, they restructured the flow:

“If someone asked for free product, we’d say, ‘We’ll send this to the team and follow up.’ Then, 3-5 days later, the AI would close the loop. It softened the blow and made customers feel heard—even if the answer didn’t change.”

That simple tweak raised CSAT and created a better customer experience without requiring a human to step in.

Inside Gorgias, teams like bareMinerals review AI performance weekly, not just to catch mistakes, but to optimize for tone, satisfaction, and brand feel. They use:

• CSAT reporting to spot dips in sentiment
• Conversation analytics to flag where AI may be losing trust
• Macro editing to quickly adjust common replies

AI gives you the flexibility to test, tweak, and tailor your approach in a way traditional support channels never could. 

4. Use AI to drive sales—not just support

Too many CX teams still treat AI like a glorified autoresponder. But the most forward-thinking brands are using it to guide shoppers to checkout.

“Our customers often ask: ‘Which carrier is better for warm weather?’ or ‘Will this fit both me and my taller partner?’” said Amber van den Berg, Head of CX at Wildride. “Lisa doesn’t just answer—she gives context, recommends features, and highlights small touches like the fact that a diaper fits in the side pocket.”

With Gorgias Shopping Assistant, brands can turn AI into a proactive sales assistant—answering product questions in real time, referencing what’s in the customer’s cart, and nudging them toward the best option with empathy.

5. CX insights should power the rest of your business

Great support doesn’t stop at the inbox. At Love Wellness, CX is the connective tissue between ecommerce, product, and marketing.

“We meet quarterly with our CX and ecommerce teams to review top questions, objections, and patterns,” said Mckay Elliot, Director of Amazon at Love Wellness. “That feedback goes straight into product development and PDP optimizations on both DTC and Amazon.”

But it’s not just a quarterly ritual. Feedback sharing is embedded in the culture, and they do this with a Slack channel dedicated to customer feedback. 

Dropping in insights is part of the team’s daily and weekly responsibilities. It helps everyone stay close to the content, and it sparks real collaboration on what we can improve. They then use those insights to improve ad messaging and content.

Your team has so much data they can review between channels like email, SMS, chat, and social media—both compliments and complaints. You need to be willing to listen to every customer’s needs.

Read more: Why customer service is important (according to a VP of CX)

6. Don’t overthink it, start small

One of the biggest mistakes brands make with AI? Trying to do too much, too soon.

Rolling out AI should feel like a phased launch, not a switch flip. The best results come from starting simple, testing often, and iterating as you go.

“We started with one simple question—‘Do you ship internationally?’—and built from there,” said Amber van den Berg of Wildride.

“And if it doesn’t work? You can always turn it off,” added Anne Dyer, Sr. Manager of CX & Loyalty Marketing at OLIPOP. “The key is to test, review, and keep iterating. AI should enhance your human experience, not replace it.”

If your helpdesk supports it, start in a test environment to preview answers before going live. Then roll out automation gradually by channel, topic, or ticket type and QA every step of the way.

For most brands, the best starting point is high-volume, low-complexity tickets like:

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

You don’t need to solve everything on day 1. Just commit to one question, one channel, and one hour per week. That’s where real momentum starts.

Related: Store policies by industry, explained: What to include for every vertical

How do you measure the impact of AI in CX?

Most CX teams are used to tracking classic metrics like ticket volume and CSAT. But when AI enters the mix, your definition of success shifts. It’s not all about how fast you handle tickets anymore—it’s about how customers feel after conversations with AI, team efficiency, and the quality of every interaction.

Here are the metric CX teams used to track without AI—and what they track now with AI:

The best use of AI makes space for human touch

AI isn’t here to replace your CX team. It’s here to free them up, so they can focus on deeper, more meaningful conversations that build loyalty and drive revenue.

So if you’re on the fence, start small. Train it. Review weekly. Build the muscle.

You’ll be surprised how quickly AI becomes your favorite intern.

If you want more tips from the experts featured today, you can:

• Watch the full webinar
• Get the AI in Action ebook

TL;DR:

• Consolidation doesn’t mean giving up flexibility. The right all-in-one tools are modular and API-friendly, so teams can customize and integrate freely.
• You gain efficiency, not lose features. One platform means fewer gaps, less manual work, and faster support.
• It’s more affordable and faster than you think. Consolidation cuts hidden costs and delivers ROI quickly.
• Gorgias is built for ecommerce. With a deep Shopify integration and 100+ apps to connect to, it can scale with CX teams, no matter their size.

If your CX team is juggling a dozen different tools just to answer one support ticket, you’re not alone. According to our 2025 Ecommerce Trends report, 42.28% of ecommerce professionals use six or more tools every day. Plus, nearly 40% spend $5,000–$50,000 annually on their tech stack.

That’s a lot of money and a lot of tabs.

It’s no wonder “tech stack fatigue” is setting in. But while many brands are ready to simplify, there’s still hesitation around consolidation. The biggest fear is that all-in-one tools are too rigid or basic to handle the complexity of a growing business.

But the truth is, consolidation doesn’t mean compromise. When done right, it means clarity, speed, and control. It also means fewer tools, smoother workflows, and faster customer support. 

Let’s bust some myths and show you what smart consolidation looks like.

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Myth #1: “All-in-one tools are too rigid”

One of the biggest blockers to consolidation is compatibility. Fifty-two percent of ecommerce professionals said they hesitate to consolidate because they’re worried about tools not playing nicely together. 

That hesitation makes sense. In the past, “all-in-one” tools meant being locked into a single provider’s ecosystem, with limited integrations and rigid workflows. For CX teams managing fast-moving ops and dozens of tools, from email and returns to reviews and subscriptions, the idea of losing flexibility is a non-starter. 

Reality: All-in-one tools are modular, not monolithic

Modern support platforms have moved away from monolithic systems and toward modular API-friendly designs that give brands control instead of constraints. 

If you choose the right platform, consolidation doesn’t lead to a loss of functionality. Instead, it means getting a better-connected system that works smarter.

Just ask Audien Hearing who uses Gorgias’s open API to create an integration with its warehouse software to manage returns directly in Gorgias instead of a shared Google spreadsheet.

They also combine the power of Gorgias Voice with an integration to Aircall to resolve thousands of questions a day. This integration enables agents to access customer and order data directly from Gorgias while on a call—staying in one workspace.

“It's amazing that we're able to create any custom solutions we want with Gorgias's open API. Gorgias is way more than a typical helpdesk if you utilize the features it offers,” says Zoe Kahn, VP of Retention and Customer Experience at Audien Hearing.

Read more: The Gorgias & Shopify integration: 8 features your support team will love 

Myth #2: “We’ll lose features we rely on”

Another common hesitation around consolidation is the risk of putting all your eggs in one basket. If everything runs through one tool, what happens when something breaks or you need to pivot?

It’s understandable, many teams worry that one tool can’t possibly do everything well. Maybe it won’t support their preferred channels, or the automation will be too limited. Or maybe they’ve been burned by a platform that promised too much and delivered too little.

Reality: All-in-one tools reduce gaps, not capabilities

In reality, consolidating gives CX teams more freedom, not less.

Instead of stitching together half a dozen tools and hoping they sync, teams using a single, well-integrated platform gain:

• A centralized view of the customer
• Cleaner workflows with fewer manual handoffs
• Less time spent training agents on multiple systems
• And fewer gaps in data or context

Under one system, your team doesn’t have to jump between tabs anymore. They can just focus on helping customers, quickly and consistently.

Take it from Osea Malibu, a seaweed‑infused skincare brand that transformed their support quality assurance process using Gorgias Auto QA. Their manual QA system was time-consuming and couldn’t scale as ticket volume surged. But the switch made impressive improvements:

• QA time reduced by 75%, from over an hour per week to just 15 minutes
• 100% of tickets now automatically quality‑checked, instead of a small manual sample
• CSAT increased (during BFCM) to 4.74/5, reflecting better consistency and faster resolutions

“Gorgias Auto QA saved me so much time. What used to take over an hour now only takes 15 minutes a week, and I no longer have to worry about spreadsheets.” —Sare Sahagun, Customer Care Manager at Osea Malibu

Myth #3: “Consolidation is expensive and time-consuming”

On paper, consolidation sounds smart. But 47.6% of ecommerce professionals say cost is a barrier, and 40.3% worry about the time it takes to implement a new system.

Sticking with a fragmented stack isn’t exactly cheap or quick, either. Between training new agents, managing multiple vendors, and patching together tools that don’t fully sync, the hidden costs add up fast.

Reality: Consolidation reduces overhead and busywork

It’s not actually consolidation that drains your resources—it’s complexity. And with Gorgias, simplifying pays off fast.

Trove Brands is a standout example. After centralizing their support with Gorgias, they implemented AI-powered order cancellation workflows and saw:

• 45% of tickets automated, cutting manual workload
• 70% reduction in failed order cancellations, saving costs and frustration
• 99.93% faster first response time during BFCM 2024 (from 11 hours 30 minutes to just 30 seconds)

Related: The hidden cost of not adopting AI in ecommerce

What’s the top benefit of consolidating your tech stack?

The biggest benefit of fewer tools is efficiency. It’s also a direct line to real business impact.

Constant tab-switching and duplicate data entry mean way too much time spent managing platforms instead of helping customers.

When you consolidate your tech stack, your team spends less time learning new systems, chasing down info, or waiting for one tool to sync with another. 

Instead, they get everything they need in one place, faster replies, smoother workflows, and happier customers.

And that all adds up to better CSAT, lower churn, and a support team that’s finally free to focus on what matters.

What makes Gorgias different from other all-in-one platforms?

Gorgias is built specifically for ecommerce brands, with features that reflect the way CX teams actually work.

As Shopify’s only Premier Partner for customer support, we offer a native integration that pulls in key order data and context automatically, so agents have everything they need without switching platforms. That means conversations, AI, automation, revenue data, and reporting are in one place.

Our open app ecosystem allows you to connect to 100+ tools like Shopify, Klaviyo, Yotpo, and Recharge in just a few clicks. Need more customization? Our add-ons, like AI Agent and Voice let you level up at your own pace.

Whether you're handling hundreds of tickets a week or scaling globally, Gorgias adapts—so you don’t have to keep reinventing your support stack every six months.

Time to rethink your stack

Dr. Bronner’s, a globally recognized organic soap and personal care brand, made the switch from Salesforce to Gorgias to keep up with growing support demands, and it paid off fast.

Here are the results they saw with Gorgias:

• $100,000 saved in the first year by cutting licensing and developer costs
• 45% of all customer queries automated after just 2 months
• 74% reduction in ticket resolution time, powering faster support
• 11% increase in CSAT, thanks to quicker, more personalized responses

“We don’t get boxed out because we only work with Gorgias tools. Gorgias deeply understands the needs of CX, Shopify, and orders and how those tools work together so that it’s really easy for us to work across the board throughout those tools and that didn’t exist in our last setup at all,” says Emily McEnany, Senior CX Manager at Dr. Bronner’s.

If you’re still stitching together half a dozen tools to handle support, it might be time to ask: Is your tech stack helping you or holding you back?

With Gorgias, you get centralization and flexibility, so your team can move faster, serve better, and scale smarter.

Book a demo or dive into the full 2025 Ecommerce Trends report to see how other brands are rethinking their stacks.

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TL;DR:

• Shoppers won’t wait for help—so they leave. Without instant answers, you’re losing sales to hesitation and unanswered questions.
• AI shopping assistants step in right away. They guide, recommend, and resolve concerns in real time, 24/7.
• They boost conversions and AOV. Brands like Pepper and TUSHY saw up to 62% more conversions after adding one.
• They go beyond chatbots. AI assistants proactively sell, using browsing behavior to tailor messages and close more carts.
• Gorgias Shopping Assistant is built for Shopify brands. It starts conversations, mirrors your brand voice, uses browsing data, suggests products, and sends dynamic discounts.

Shoppers aren’t always going to reach out and ask the questions they have, especially if they’re going to have to wait for a response from a CX team. 

That means you’re losing sales to friction, indecision, or information gaps. 

In 2025, the average cart abandonment rate is 70.19%. But if you can find an AI tool that doubles as a support and sales agent, it could make all the difference. 

Gorgias’s Shopping Assistant, for example, has brought a 62% uplift in conversion rate for brands that implement it.

Ahead, learn where you can leverage an AI shopping assistant to increase conversions and craft better purchase experiences. 

What is an AI shopping assistant? 

An AI shopping assistant is a chat tool powered by AI to provide pre-sales support for shoppers. It can answer questions, make product recommendations, and help guide shoppers in the right direction if they’re stuck. 

Gorgias's Shopping Assistant is a powerful, hyper-personalized AI tool built for Shopify brands. Unlike other AI tools, Shopping Assistant starts conversations with customers, not the other way around. It’s uniquely tailored for each customer by tracking browsing behavior during each session and remembering what shoppers say, keeping conversations natural and recommendations relevant. 

It’ll also chat with shoppers in your own brand voice, as its responses are pulled right from the knowledge you feed it. 

At which point do brands lose sales in the customer journey?

The stages of the customer journey where common drop-off points occur for brands that lack proactive support include: 

• Discovery (casual browsing)
• Interested (considering making a purchase)
• Ready to buy (strong purchase intent)  

1) Discovery (casual browsing) 

There’s a big chance that shoppers—especially first-timers—have questions, but aren’t willing to wait for a human to get back to them. And when your CX team is off the clock? Customers will likely leave altogether.

An AI shopping assistant can help you engage customers right away, even outside your business hours.

Bra brand Pepper uses Gorgias Shopping Assistant to help shoppers find their perfect size. When it detects hesitation, Shopping Assistant points customers to the sizing guide.

This proactive approach creates an easy path for conversation and sets the precedent that any questions will be answered immediately, providing a better––and less confusing––experience. 

“With Shopping Assistant, we’re not just putting information in our customers’ hands; we’re putting bras in their hands,” says Gabrielle McWhirter, CX Operations Lead at Pepper. 

Impact these metrics 📈

For shoppers in the Discovery stage, using a Shopping Assistant boosts clicks and time on site and reduces bounce rate. It does this by surfacing specific questions on relevant product pages. Pepper boosted their conversion rate by 19% with Gorgias Shopping Assistant.

Read more: How Pepper’s AI Agent automates 54% of support and converts 19% of conversations

2) Interested (considering making a purchase)  

In a retail environment, a salesperson can give shoppers recommendations by asking a few questions, especially if they’re unsure of what to buy. 

AI shopping assistants have the ability to mirror those in-person shopping experiences by interacting with customers in real-time to help them find their perfect match.

Shoppers can give as much (e.g., “Help! What dress is suitable for a wedding reception?”) or as little information as they’d like, and the AI shopping assistant will do the rest. 

It’s possible even for questions that are slightly vague, like a customer who types in “how to make up” without any other context:

For example, jewelry shop Caitlyn Minimalist uses Shopping Assistant to recommend products, engaging interested customers and bringing them closer to a purchase.

“As a result of Shopping Assistant, we've seen a measurable lift in AOV through more meaningful customer interactions,” says Anthony Ponce, Head of Customer Experience at Caitlyn Minimalist. 

“Our clients are provided the right information at the right time, creating a seamless experience that builds trust and drives confident purchases." 

Impact these metrics 📈

According to data from Gorgias, email is the highest volume support channel, with ~25% of that tied to pre-sales. AI shopping assistants tackle these pre-sales asks and also upsell by recommending complementary products. This can lead to a boost in average order value (AOV) and conversion rate. 

Read more: How Caitlyn Minimalist uses Shopping Assistant to turn single purchases into jewelry collections

3) Ready to buy (strong purchase intent) 

The main reasons customers abandoned a cart in 2025 include:

• Extra costs (like shipping, fees, taxes) - 39% 
• Delivery times were too slow - 21% 
• Checkout was too complicated or long - 18% 
• Didn’t like return policy - 15% 

An AI shopping assistant can mitigate or resolve these issues. They resolve crucial questions—like delivery time or return policies—that need in-the-moment answers. By alleviating pre-sale concerns, they give customers the confidence to make a purchase.

For example, bidet brand TUSHY leverages Shopping Assistant to answer questions about toilet compatibility that might flush a pending sale. 

Aside from quelling customer concerns, Shopping Assistant can also send discount codes to close deals. Unlike general discount codes you find across the internet, these discounts are uniquely generated for each customer, keeping them engaged and on your site.

Impact these metrics 📈

AI shopping assistants can reduce cart abandonment rate and increase conversion rate. Gorgias Shopping Assistant adjusts to your sales strategy by sending customers discount codes that can be the final nudge to checkout.

Read more: How TUSHY uses Shopping Assistant to drive 190% higher chat conversion rate by building customer confidence

Why traditional chatbots don’t cut it anymore

Most AI tools are built just for support. They deflect tickets and answer FAQs, but they’re not built to sell. 

Shopping Assistant proves that support teams can also drive revenue by upselling, suggesting exchanges, and giving shoppers the confidence to try a brand for the first time (or to give it another shot).

Gorgias’s AI Shopping Assistant uses context-based decision making and looks for specific behavioral signals: 

• Products viewed - Which product pages have they visited?
• Pages views - What pages have they explored, like FAQs, reviews or categories?
• Current page - Which page are they currently browsing?
• Purchase history – What have they bought from this brand before?
• Cart data - What items are currently in their cart?

Improve conversions with Gorgias Shopping Assistant 

Ultimately, the cost of not adopting AI can be higher than the investment of implementing it. 77.2% of ecommerce professionals use AI to improve their work. Why not extend those benefits to your customers? 

AI Shopping Assistants help you create better customer experiences overall. These tools help reduce customer effort, increase average order value, save would-be-lost sales, and create more customer touchpoints.  

Hire the always-on Shopping Assistant that never misses a sale.

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