BT Group Enhances Customer Support with Generative AI in Partnership with Sprinklr

BT Group Enhances Customer Support with Generative AI in Partnership with Sprinklr
BT Group announced it has enhanced its customer support capabilities by integrating advanced AI (Artificial Intelligence) and generative AI technologies through a partnership with Sprinklr. The updated customer contact platform enables personalised, efficient experiences for EE and BT customers through conversational AI, while streamlining processes for customer service teams across Business, Consumer, and internal channels.

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Customer Support with AI Integration

“BT Group has integrated Sprinklr’s unified customer experience platform, meaning when a customer is seeking support, the platform can draw on BT Group’s data to provide a personalised, accurate response,” the British telecommunications company said on December 12.

According to BT Group, the platform, which powers EE’s virtual assistant Aimee, enables conversational AI for real-time chat, reducing dependency on human support for routine queries. For instance, Aimee’s travel support feature has cut online chat demand by 50 percent, allowing guides to focus on complex issues.

AI-Driven Billing Support

Billing support has also improved, with generative AI providing clear explanations of charges, enhancing transparency and customer satisfaction.

“Another place it is making a difference is in billing support, where generative AI provides detailed explanations of billing charges, enhancing transparency and customer satisfaction,” BT said.

Also Read: BT Group and ServiceNow Expand Partnership to Enhance Customer Experience

Rapid Adoption

Aimee now handles around 60,000 conversations per week—double the volume from two years ago—demonstrating rapid adoption. Rich media features like product cards and carousels further elevate customer engagement. Over 30 distinct customer experiences have been introduced, with more in development. Aimee’s use has risen 51 percent year on year, BT highlighted.