How Marks & Spencer used Ami AI to handle 50% of delivery-related customer queries

50%

of delivery-related queries handled by Ami.

reduced escalation load on M&S customer service teams.

faster support and improved customer experience in a high-volume retail environment.

The challenge

The customer service challenge at Marks & Spencer

Retail customer service is rarely straightforward. Marks & Spencer faced a high volume of delivery-related queries, including late arrivals, refund requests, and food quality complaints. Many of these situations required a human touch, but others could be addressed through automation.

The challenge was clear: reduce unnecessary escalations while ensuring customers continued to receive accurate, helpful support. By containing more conversations at the first point of contact, Marks & Spencer could lighten the load on its live agents, freeing them to focus on complex cases where personal service matters most.

Our approach

Ami AI’s approach to smarter support

Ami AI was trained to act as a first line of support within Marks & Spencer’s customer service operation. This included:

Clarifying vague queries before escalating to an agent.
Deflecting unnecessary handovers by offering relevant answers where possible.
Escalating with context, capturing key details such as name and email before handing over to a live agent.
Maintaining up-to-date knowledge by drawing directly from the Marks & Spencer website.

By keeping conversations natural and understanding user intent, Ami became a reliable digital assistant that could resolve many customer issues quickly while seamlessly escalating more complex cases.

The results

The results – Faster service and fewer escalations

Marks & Spencer now benefits from Ami containing around 50% of all delivery-related conversations. This has significantly reduced the number of unnecessary handovers, easing the pressure on live agents and ensuring they can dedicate more time to high-value interactions.

For customers, this means faster responses, smoother service, and a more consistent support experience. Even in a high-friction retail environment where many queries still require human input, Ami has proven that AI can meaningfully enhance customer service, creating value for both the business and its customers.

How could Ami AI help your organisation?

Ami turns your website into a high-performing sales and support engine. From boosting e-commerce conversions to handling FAQs and post-sale queries, Ami’s AI agents reduce costs and drive measurable results. Book your free demo with our Founder Lawrence to see how Ami could transform your website.

About Marks & Spencer

Marks & Spencer (M&S) is one of the UK’s leading retailers, known for offering high-quality food, clothing, and home products. With hundreds of stores and a strong online presence, M&S serves millions of customers each week. The company is recognised for its commitment to customer service, sustainability, and delivering trusted value to shoppers across the UK and beyond.