How smart brands use AI to level up customer support

AI is changing the way we all work. It helps us do things faster, makes everyday tasks easier, and takes care of things that used to eat up a lot of time. 

At Shop Circle, we use AI every day. It helps us improve how we work, build better products, and support the merchants who trust us. But not every AI tool is useful. Some might look exciting but won’t offer much value in the long run.

Let’s talk about one area where AI can truly make a difference: customer service.

The challenge of customer service

Customer service is one of the biggest expenses for many businesses. It’s not just about replying to emails or answering phones anymore. These days, support teams need to help customers across many channels - chat, social media, text, and more. That takes a lot of time and effort.

Keeping up with all of these conversations can be tough, especially for small teams. That’s where AI comes in.

How AI helps

AI can take care of common questions like “Where is my order?” or “How do I change my address?” These are the kinds of questions that usually take up most of a support team’s time. With AI, these answers can be given quickly without involving a real person.

Another way AI helps is by searching through help articles and guides in seconds. Instead of digging through pages of information, AI tools can pull up the right answer right away and share it with either the support agent or the customer.

Many businesses also use AI to suggest helpful articles based on what the customer types. For example, if someone asks how to use a product, AI can recommend a step-by-step guide from your help center.

AI works around the clock. It doesn’t need breaks, it doesn’t sleep, and it doesn’t take weekends off. That means your customers can get support even outside business hours.

Why businesses are using AI

With AI doing the simple work, support agents can focus on bigger issues, like solving complex problems, speaking with unhappy customers, or helping with special requests. This kind of work can build trust and lead to better customer relationships.

Businesses also save money. AI-powered tools can reduce support costs by up to 44%, and some companies have seen customer satisfaction grow by as much as 20%. Based on what we’ve seen, AI can help teams work 10 to 15% more efficiently.

But AI can’t do everything

AI is fast, but it still struggles with understanding emotions or solving unique problems. Sometimes, it gives answers that don’t quite fit the situation. This is why many people are still unsure about fully trusting AI to handle all customer conversations.

That’s okay, because the best results often come from a mix of both people and technology.

Finding the right balance

Many companies now use a hybrid setup. AI tools handle the basic, everyday tasks. Human agents step in when things get complicated. This keeps response times fast while also making sure customers get thoughtful, personal support when they really need it.

This balanced approach also helps teams stay productive without losing the human touch that makes good service feel personal.

Expert advice: How to get started with AI in customer support

If you're thinking about using AI in your customer support, here are five practical steps to help you get started the right way:

1. Review your current support workflow

Start by taking a close look at how your customer service team works. Identify the tasks that come up over and over, like tracking orders or answering product questions. These are ideal for automation.

2. Choose the right AI tools for your business

There are many AI-powered platforms out there, but not all are created equal. Popular options like Zendesk, Drift, and Intercom offer AI chatbots designed specifically for commerce support. Pick the one that fits your needs and integrates well with your existing tools.

3. Train your team to work with AI

AI shouldn’t replace your team, but support them. Make sure your staff knows how to step in when needed and how to work alongside AI tools. A smooth transition from bot to human makes a big difference in how customers feel about the experience.

4. Start small and improve over time

Don’t try to automate everything at once. Begin with a small part of your support process, see how it performs, and gather feedback. Use what you learn to make adjustments before scaling up.

5. Keep your knowledge base up to date

For AI tools to give useful answers, they need access to reliable information. Make sure your help articles, FAQs, and support documents are well-organized and regularly updated. This is key to getting accurate and helpful AI responses.

Keep in mind

To make AI work well, you need to train it with good information and update it regularly. As customer behavior changes, your AI tools need to learn and adjust too. It's not a one-time setup.

And most importantly, keep people involved. AI should be seen as a tool that helps your team - not something that replaces them.