How Cocorico Maintained Headcount Costs By Automating 50% of Tickets with AI Agent

‍Challenge: After migrating from Prestashop to Shopify, Cocorico was eager to explore AI tools that automatically resolve repetitive customer questions by syncing with customer data from Shopify. Its small support team worked until 2 PM daily in line with the warehouse’s logistics schedule, which closes after carrier pickups. This means customers often had to wait until the next day to hear back, even for the most basic questions. 

Solution: Cocorico implemented Gorgias AI Agent to provide 24/7 responses and free its agents to focus on more complex tickets. Less than six months after implementation, Cocorico exceeded its goal by automating half of its tickets, resolved 2,400+ tickets with AI, and gave customers near-instant responses with a 22-second average first response time. 

About Cocorico

Cocorico is a family-owned French apparel brand founded in 2017, focused on offering 100% Made in France products like T-shirts, sweaters, and underwear at affordable prices. It operates entirely online, with all sales through its ecommerce store, making the online customer experience key to success. 

Margaux Pourrain joined Cocorico as Ecommerce Manager in September 2024. She oversees website management, covering everything from commercial planning, such as promotions, newsletters, merchandising, and product launches, to web optimization projects focused on enhancing the customer experience. This includes initiatives like the rollout of AI. Margaux also serves as the main point of contact for customer service.

The company has a small, tight-knit team with two dedicated customer service agents who work 7 AM to 2 PM each day and aim to resolve all tickets weekly. However, as the brand expanded nationwide and the inbox filled up, it became increasingly challenging to ensure that customers received timely responses, regardless of when or where they reached out. 

The challenge: Managing a high volume of repetitive tickets without increasing headcount

After migrating from PrestaShop to Shopify in April 2024, Cocorico was looking for a compatible ticket management platform to help them manage their inquiry volume without increasing headcount. 

Cocorico faced two main operational challenges:

1. Limited support hours led to delayed responses: The support team worked daily from 7 AM to 2 PM, meaning customers wouldn’t receive real-time responses outside these hours.
2. Repetitive tickets that consume agents’ time: Cocorico’s support team faced a high volume of redundant, recurring questions that prevented them from focusing on high-value tasks.

Cocorico looked for an AI solution to automate repetitive tasks to give their team more time back. With limited support hours, every minute counted. Cocorico’s primary objectives when exploring AI were time efficiency and improving customer experience. 

With an AI Agent that’s on the clock 24/7, customers wouldn’t have to wait until the next day just to find out where their order was or how to return an item. 

The solution: AI Agent takes repetitive tickets off the team’s plate

Cocorico implemented Gorgias AI Agent, affectionately named Maurice, to hit its time management and operational efficiency goals. Using AI to handle routine questions freed up agents from answering redundant questions to focus on more complex, nuanced customer issues.

Maurice quickly started answering repetitive questions like:

• Where is my order?
• When will my order be delivered?
• How do I choose the right size?
• How can I return an item?
• How do I reset my password? 

Shoppers often contacted support right away, without first checking the website for FAQs or visiting the Help Center. Automating these predictable questions in one-to-one conversations was a game-changer.

Implementing AI Agent in less than a week with Gorgias’s help

Cocorico’s implementation process was “remarkably smooth and uncomplicated”, as Margaux puts it. 

“We were apprehensive about launching AI. On the technical side, I thought ‘Would the AI respond professionally? Would it respond appropriately? Could it create more work by requiring constant verification?’ On the customer experience side, I was nervous it would feel impersonal.”

—Margaux Pourrain, Ecommerce Manager at Cocorico

Cocorico’s Implementation Manager from Gorgias, Maria, jumped in right away to settle their nerves and make the technical integration process as easy as possible. 

Maria provided comprehensive training on everything from writing Guidance documents to determining handover topics. From there, the setup took less than a week. It was quick and painless—they uploaded knowledge documents, wrote an initial Guidance, and created guardrails for Maurice, including exclusion and handover topics.  

With the knowledge and confidence to manage AI Agent, Margaux created 30 Guidance documents. These provided clear instructions for Maurice on handling common scenarios like out-of-stock product exchange requests and sizing questions. 

Gorgias’s feedback, QA, and testing tools made it easy to tweak responses or readjust the AI if it wasn’t responding correctly. As Cocorico continuously monitors Maurice, they can make real-time modifications. 

“We were positively surprised by how good AI Agent’s responses were right from the start. It’s great at analyzing the knowledge sources we gave it and then responding accurately.”

—Margaux Pourrain, Ecommerce Manager at Cocorico

AI is more than a cost-cutter—it enhances team capabilities

There’s no doubt that AI has had a positive financial impact on Cocorico, allowing them to scale their customer support hours and capacity without increasing headcount or operating hours. But it also created a greater sense of empowerment amongst the team. 

With their newfound liberation from tedious operational tasks, Cocorico’s agents are taking on more strategic work that improves the broader business. Agents shared some examples:

• “I can now perform inventory checks, something I never had time to do before. This has allowed me, for example, to discover 50 forgotten hoodies.”
• “I have more time to analyze in-depth technical issues encountered by customers. Without AI, I wouldn't have had the time; I would simply resolve the surface issue and postpone analyzing the real problem until later, hoping to encounter it at a quieter time.”
• “During quieter periods, I have time to handle returns or even help with packaging when part of the team is on vacation. And even during busy periods, I can help with order assembly without putting customer service at risk.”

Margaux shares that her team never worried about being replaced by AI Agent. Cocorico understands that complex scenarios still require human intervention—Maurice is simply giving them more time to get to these more quickly.  

The results: A 50% automation rate that eliminates additional headcount costs

With AI Agent, Cocorico improved its cost and efficiency management by: 

• Managing an increasing ticket volume without hiring additional staff 
• Far exceeding its 30% automation goal, reaching 50% in 3 months 
• Resolving over 2,400 tickets with AI, requiring minimal human intervention
• Achieving the team’s goal of clearing all tickets by the end of the week

Cocorico’s customers also benefited from a better experience with results like:

• 24/7 responsiveness, a huge upgrade from its 2 PM closure 
• 22-second average first response time 

“AI Agent responds so personally that customers often don’t realize they’re talking to AI. We’ve even seen customers interacting playfully and joking around with Maurice.”

—Margaux Pourrain, Ecommerce Manager at Cocorico

Next steps: From AI-powered support to sales

After seeing AI Agent’s impact on the support side of things, Cocorico is eager to see its potential in generating sales. Gorgias’s Shopping Assistant unlocks AI-powered product recommendations, upsell and cross-sell opportunities, and dynamic discounts. 

"In 2025, AI is not something to fear. It’s a tool you must absolutely use. It helps teams daily and is ultimately beneficial for the customer."

—Margaux Pourrain, Ecommerce Manager at Cocorico

‍Ready to scale support without scaling costs? Book a demo to see how AI Agent can work for you.