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Closer with Every Conversation

Our Experience with BabylAI in Building a More Connected Customer Experience

Being closer to our customers means understanding their needs, making support easier to access, and providing a clear, connected experience across their preferred communication channels. This vision guides our approach to customer experience and shaped our collaboration with Asl Al-Auroba to introduce BabylAI into our customer service operations.

As the project lead representing Customer Care, involved from the beginning of the contractual engagement, my focus has been on connecting the solution’s capabilities with real customer needs. The value we seek is easier access to information and assistance, greater capacity to respond, and the attention each customer’s situation deserves.

Technology That Supports Customer Relationships

BabylAI interacts with customers and responds to their inquiries within its available service scope, with conversations transferred to a human agent when needed. This approach reflects our vision of combining AI capabilities with employee expertise so that customers receive support suited to their needs.

In my view, access to a human agent is an essential part of a good digital experience. Some requests require more detailed follow-up or consideration of individual circumstances. Human support plays an important role in completing that service and building trust.

A Result That Demonstrates Babyl’s Role

In August 2026, BabylAI handled approximately 75% of interactions within the Babyl channel. This result illustrates its contribution to handling digital interactions in that channel, alongside the Customer Care team’s role in cases requiring human assistance.

For us, this provides a foundation for further development. Evaluating the experience also requires attention to answer accuracy, ease of access to support, effective resolution of customer requests, and the quality of the transition to a human agent when needed.

Working Toward a Connected Experience Across Channels

Our experience with BabylAI forms part of a broader objective: to make service consistent and accessible across our communication channels. We aim to provide clear information, understandable steps, and smoother transitions between support options, reducing the effort customers need to make to get assistance.

We also view customer interactions as an important source of insight. Listening to the difficulties customers encounter and learning from their feedback helps direct service improvements toward what matters in their everyday experience.

Collaboration and Continuous Development

Following the project from its beginning has allowed me to assess our collaboration with Asl Al-Auroba from the perspective of the business team using the solution. Its fit with service operations, clarity of requirements, and follow-up on operational feedback are central to how we evaluate the experience and guide its development.

We look forward to building on our experience with BabylAI and developing its role in ways that serve customer needs, support our employees, and align with our ambition for more connected communication channels.

Our ambition is for customers to feel understood every time they contact us and to find it easy to get the help they need. This is the principle guiding our use of technology: to be closer to our customers, understand their needs more deeply, and serve them more effectively through the channels they prefer.