IKKS’ goal is to provide a tailored and relevant response to each customer on their website, as quickly as possible. The brands’ customer support relied on two types of human respondents—customer service agents and ibbü experts, independent brand advocates available on-demand—to answer questions and offer product recommendations. This set up brought two main challenges for the IKKS brand to solve. The first being that the website sees a high volume of frequently asked questions, a majority of which are about recurring topics like offers, delivery, and return information, and these requests are handled solely by their human support. Furthermore, the brand also found it difficult to provide responses around the clock.