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___ Use Case

From Support to Sales: How Kendra Scott’s AI Shopping Assistant Drove 6x Conversion

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 Kendra Scott, the fashion-forward jewelry brand, set out to reimagine digital commerce with a bold ambition: make AI a frontline seller, not a support tool. Under the leadership of Kamanasish Kundu, SVP of Digital & E-commerce, the brand launched a new strategy grounded in personalization, mobile-first design, and experiential shopping. At the heart of this evolution? iAdvize’s AI shopping assistant, positioned not as a cost-saving chatbot, but as a true digital sales associate. The results speak for themselves: a 6x conversion lift, and a clear shift in mindset from service to revenue generation.

CHALLENGES

Reframing the AI Shopping Assistant as a Revenue Driver

While most retailers deploy AI to reduce operational overhead, Kendra Scott saw a more strategic opportunity: AI shopping assistant as a high-performing sales engine.

 

The team wasn’t just aiming to cut ticket volumes, they were building a digital channel that could replicate the confidence, curation, and emotional connection of an in-store experience.

 

To drive this shift, the team focused on three strategic priorities:

💵
Reposition AI shopping assistant internally from a service add-on to a revenue channel.
🎯
Align KPIs with business outcomes like conversion and AOV, not deflection alone.
✨
Prove that even in a high-touch category like jewelry, AI could sell with relevance and emotional nuance.
”
We weren’t trying to reduce service costs. We were creating a new revenue stream. Framing AI as a sales enabler was the unlock that helped us scale with purpose.
Kamanasish Kundu
Kamanasish Kundu
SVP Digital & E-commerce, Kendra Scott
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Solution

An AI Shopping Assistant That Understands, Guides, and Converts

The journey began in 2023 with iAdvize’s traditional chat, but quickly evolved. Ahead of Holiday 2024, Kendra Scott deployed a Gen AI shopping assistant, iAdvize Copilot for Shoppers, trained not just to answer questions but to guide purchases, reflect brand tone, and adapt to context, much like a top-performing store associate.

Key to the transformation were several features from iAdvize’s Copilot for Shoppers:
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Personalized conversations

that understand context

An AI assistant that recognizes sentiment, shopping intent, and occasion (like gifting or self-purchase), and tailors responses accordingly.

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On-brand guidance
that drives engagement

Conversation Starters on PDPs that surface dynamic, product-specific questions like “Is it suitable for everyday wear?” These led to a huge increase in engagement.


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Consistent brand voice,
from store to site

Persistent brand fluency that mirrors the warmth and celebratory tone of the Kendra Scott in-store experience.

The Copilot became a trusted companion during key shopping moments — helping customers pick the right gift, style a full look, or complete a meaningful purchase.

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RESULTS

A Revenue-First AI Strategy That Pays Off

The business impact was immediate and significant:
🚀
Improved Performance
6x
conversion lift from
AI-assisted shoppers
9x
engagement lift vs. traditional chatbot
6%
of total sales influenced by the AI assistant
160%
YoY growth in revenue from AI-influenced purchases
”
Once people saw it influencing real customer behavior, adoption followed quickly
Kamanasish Kundu
Kamanasish Kundu
SVP Digital & E-commerce, Kendra Scott

In addition to these topline results, the assistant also drives higher AOV and increases customer lifetime value, reinforcing its role as a long-term revenue lever. For Kendra Scott, the success validated a core belief: when AI behaves like a great sales associate, shoppers will treat it like one.

Now, Kendra Scott is expanding the assistant’s capabilities into styling, post-purchase engagement, and deeper personalization - laying the foundation for agentic commerce and a more intelligent, emotionally aware shopping journey.

”
iAdvize gave us the flexibility to train AI in a way that mirrors how we actually sell: emotionally, intentionally, and with brand fluency.
Kamanasish Kundu
Kamanasish Kundu
SVP Digital & E-commerce, Kendra Scott