AI assistant prototype tripled customer conversions and scaled to support 80 countries and 12 languages.
SHOWING A DEMO of a flashy, generative AI-powered customer agent is easy. Both newly formed startups and established tech leaders are offering them up—and the market is only trending upwards. The use cases are far ranging: personalized onboarding, delivery management, automating customer support, appointment scheduling, the list goes on. It almost sounds too good to be true —and, sometimes, it is.
Production is much harder to pull off than a canned demo, especially at scale. While it’s easy to dream up all the ways AI agents are going to streamline workflows and personalize engagement, the business world still needs proof of these concepts working in real life.
Twilio’s goal is to power the world’s AI agent builders to create experiences that offer businesses and consumers amazing moments. As such, they wanted to accelerate their firsthand knowledge of what the world’s AI agent builders would need to be successful in the wild. Twilio’s Emerging Technology & Innovation team released a developer preview of an AI Assistants builder last year—which offers a framework for building and leveraging conversational AI for complex, customer-facing use cases. This project was testing and prototyping how businesses could connect data, communications channels, and LLMs for scalable, personalized engagement. Twilio took it further and tested their own business with an AI Assistant built on Twilio components.
Isa: The AI Assistant Prototype That Tripled Free-to-Premium Sign-ups
How do you scale customer engagement without any additional headcount or cost?
It sounds like a trick question, but that was the setup for the experiment, which asks, is it possible to create an AI assistant that’s customer aware, able to handle a myriad of different tasks, properly represent a brand and customer focus, and drive growth for the business?
Isa is an autonomous AI agent that was created using the AI Assistants builder, which has access to Twilio’s entire knowledge base. For the pilot, their self-service and growth marketing teams partnered with developers to ensure Isa delivered an exceptional customer experience and robust functionality. It was this combination of the business and technical perspective that Twilio believes made Isa so successful.
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