How Ami AI helps the RSPCA resolve over 10,000 animal queries every month

10,000+

queries resolved, ensuring animals in need get help more rapidly.

improved public experience when reporting animal welfare concerns.

faster response times and reduced clarifying questions through smarter intent recognition.

The challenge

The animal welfare challenge at the RSPCA

As one of the UK’s leading animal welfare charities, the RSPCA receives tens of thousands of messages every month from members of the public. In this environment, every second counts when helping animals in need.

The charity was already using Ami, the conversational AI developed by Ami AI, to resolve queries quickly. However, vague or unclear queries often slowed down the process, leading to longer resolution times and, in some cases, abandoned conversations.

For example, if someone simply typed “there’s a dog”, Ami previously had to ask several follow-up questions to determine whether the report concerned cruelty, an injury, or a stray. These extra steps increased the risk of users leaving before they received support, and delayed help for animals.

Our approach

Ami AI’s approach to smarter support

To overcome this challenge, Ami AI introduced URL recognition to strengthen Ami’s ability to understand user intent. This meant Ami could use the context of the webpage the conversation was taking place on, such as a cruelty reporting page or a rehoming page, to guide its behaviour.

With this enhancement, Ami could:

Tailor responses to the page context, instantly narrowing down possible query types.
Ask targeted confirmation questions to clarify vague inputs.
Cut out unnecessary steps and speed up escalation to the right advice or contact.

For example, if a user typed “there’s a dog” on the cruelty reporting page, Ami would now respond: “Are you enquiring to report cruelty or neglect?” If the user confirmed, Ami provided the relevant advice or escalated the case, thus eliminating delays and saving valuable time.

Ami helps us provide faster, more consistent support to people reaching out about animal welfare. By streamlining the process before they speak to a team member, we can respond more efficiently and focus our time where it’s needed most: helping more animals in need.

Ellie McGarry

Specialist Team, RSPCA

The results

The results – Faster support, more animals saved

With URL recognition in place, a significant number of previously vague conversations are now resolved faster and more accurately. Ami can often identify user intent immediately, without multiple clarifying questions.

As a result, the RSPCA sees fewer abandoned conversations, more queries resolved quickly, and over 10,000 animals helped every month. Ami has become a vital digital assistant, supporting frontline animal welfare work at scale and ensuring animals in need get help more rapidly.

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 the RSPCA

The Royal Society for the Prevention of Cruelty to Animals (RSPCA) is the UK’s leading animal welfare charity. Founded in 1824, the organisation works to rescue, rehabilitate, and rehome animals in need, while also campaigning to improve animal welfare standards. Each year, the RSPCA responds to thousands of reports of cruelty and neglect, playing a vital role in protecting animals across England and Wales.