Saks Fifth Avenue Introduces AI-Powered Conversational Support for Customers
Saks Fifth Avenue has teamed up with the NLX AI platform and Amazon Web Services (AWS) to offer voice-first, AI-driven conversational support for its luxury shoppers. This new service lets customers interact with AI agents over the phone using voice and text, creating an experience that closely mimics speaking with a human representative.
With NLX’s multimodal Voice+ technology integrated through Amazon Connect, callers can not only talk and listen to the AI but also follow guided steps on a shared screen. This visual voice-guided Interactive Voice Response (IVR) system allows both the customer and AI to view the same information simultaneously, streamlining order inquiries and return processes.
Reducing Call Volume and Improving Efficiency
Since launching this AI-powered system, Saks has seen about 20% of callers opt into the visual IVR experience, which has contributed to lowering the volume of calls handled by live agents. Thanks to NLX’s no-code platform and support from AWS Professional Services, Saks was able to quickly build, test, and analyze these AI conversations within weeks — all without heavily relying on IT resources.
Supporting Agents with Real-Time AI Insights
Beyond customer self-service, Saks uses generative AI tools via Amazon Connect and Amazon Bedrock to assist support agents during interactions. This technology monitors customer sentiment, accesses real-time and historical data, and summarizes lengthy conversations into concise notes. These capabilities help agents make better decisions and reduce the after-call workload by an average of 15 seconds per interaction.
Maintaining the Personal Touch in Luxury Service
Jessica Bengtzen, VP of Service Centers at Saks Global, emphasizes that luxury is inherently personal. She explains that integrating AI is about enhancing the human touch, not replacing it. This approach supports customer service teams in delivering thoughtful and attentive support throughout the customer journey.
- Voice-first AI enables natural conversations through speech and text.
- Visual IVR guides customers with shared on-screen steps.
- No-code platform allows rapid deployment without heavy IT involvement.
- Generative AI tools boost agent productivity and insight.
- Focus remains on personalized, high-touch luxury service.
For customer support professionals interested in building skills around AI-powered tools and conversational interfaces, exploring targeted AI training courses can provide practical knowledge and hands-on experience.
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