BT Group announced it has enhanced its customer support capabilities by integrating advanced AI (Artificial Intelligence) and generative AI technologies through a partnership with Sprinklr. The updated customer contact platform enables personalised, efficient experiences for EE and BT customers through conversational AI, while streamlining processes for customer service teams across Business, Consumer, and internal channels.
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Customer Support with AI Integration
“BT Group has integrated Sprinklr’s unified customer experience platform, meaning when a customer is seeking support, the platform can draw on BT Group’s data to provide a personalised, accurate response,” the British telecommunications company said on December 12.
According to BT Group, the platform, which powers EE’s virtual assistant Aimee, enables conversational AI for real-time chat, reducing dependency on human support for routine queries. For instance, Aimee’s travel support feature has cut online chat demand by 50 percent, allowing guides to focus on complex issues.
AI-Driven Billing Support
Billing support has also improved, with generative AI providing clear explanations of charges, enhancing transparency and customer satisfaction.
“Another place it is making a difference is in billing support, where generative AI provides detailed explanations of billing charges, enhancing transparency and customer satisfaction,” BT said.
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Rapid Adoption
Aimee now handles around 60,000 conversations per week—double the volume from two years ago—demonstrating rapid adoption. Rich media features like product cards and carousels further elevate customer engagement. Over 30 distinct customer experiences have been introduced, with more in development. Aimee’s use has risen 51 percent year on year, BT highlighted.
Future Plans
Looking ahead, BT Group plans to expand its use of generative AI to further enhance customer support. Upcoming features include AI-driven automated summaries of interactions and real-time support for service agents, positioning Aimee as a virtual AI assistant to improve efficiency and customer outcomes.
Privacy and Security
To ensure privacy and security, BT Group said it hosts AI capabilities on a private cloud, with safeguards in place to prevent misuse. The platform’s LLM-agnostic architecture selects the best models for each use case, and future plans include integration with BT Group’s GenAI Gateway.
BT Group’s data policies are managed by its internal data platform, Data Fabric, ensuring the company maintains control over its data while leveraging Sprinklr’s AI capabilities.
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LLM-agnostic Approach
BT Group reiterated its commitment to remaining LLM-agnostic in its generative AI approach, drawing on multiple LLMs and selecting the optimal model for each use case. The architecture in the customer contact platform will integrate with BT Group’s new GenAI Gateway in the future.
Harry Singh, MD of Consumer Digital at BT Group, commented: “With our customer contact platform, we have unlocked powerful AI-enhanced capabilities for our customer service, boosting satisfaction and creating exciting new opportunities for customer experience.”
Sprinklr President and CEO Rory Read added: “AI has huge potential to enhance and elevate customer experiences, and it’s been fantastic to help BT Group achieve such brilliant results, so quickly.”
