On September 24, we hosted a dynamic webinar in collaboration with Intercom and Fullstory, bringing together product, growth, and customer success professionals to explore how teams can unlock deeper customer understanding, tackle friction, and drive retention across the entire user journey.
We were joined by subject-matter experts from Intercom, Fullstory, and The Nest, who shared actionable frameworks, real-world examples, and best practices for turning insight into impact.
Whether you work in product, analytics, support, or growth, this session offered practical takeaways on how to reduce churn, increase engagement, and build experiences that truly resonate.
Integrated Marketing Manager Intercom
Director of Product Management Fullstory
Senior Director of Sales Concentrix
Senior Director AI Support Intercom
This webinar walked through how AI is transforming ecommerce, with lessons grouped into five stages: proven support use cases, emerging sales conversion tactics, the evolving human + AI dynamic, practical implementation steps, and what the future may look like.
Post-purchase support (proven use cases)
AI now resolves the bulk of repetitive, high-volume support questions—like order tracking or launch FAQs—allowing teams to avoid costly overtime and temporary hiring. The shift gives companies resilience during spikes while freeing humans to focus on exceptions. As Chip emphasized, quality data and customer journey clarity are key to sustaining high resolution rates.
“When we had ourselves in order with all the content that we needed for our AI agent, we were able to see a 70% resolution rate…for the human support team to barely feel a pretty mega launch, like, that is game changing stuff.” – Ruth O’Brien
Pre-purchase conversion (emerging frontier)
AI is moving upstream to revenue-driving use cases, answering questions instantly and nudging shoppers at the right moment based on their digital body language. WHOOP doubled chat-attributed sales during a launch, while other brands are letting AI fully handle subscription changes or upsells.
“During one of their launches they saw a 20x spike in chats…Fin handles about 68% of those questions and it actually doubled the sales attribution from the inbound chat.” – Ruth O’Brien
Chip likened this to a store associate watching and stepping in at the perfect time—requiring data that captures intent signals, not just transactions.
“How do you recreate that digitally? How do you find the digital body language that helps retailers understand in the moment intent?” – Chip Lay
Human + AI handoff (team evolution)
With AI handling routine volume, human agents can specialize in empathy, decision-making, and brand representation. This shift elevates the role of support, especially in premium segments where personal service reinforces loyalty.
“It’s not so much anymore about speed and process, but really about empathy, decision making, embodying brand values in every interaction.” – Tim Kirchner
Chip noted that escalations only succeed when humans get full context—session data, prior steps, and behavioral signals—not just chat transcripts.
“Humans need really the session story, not just the chat text. They need to understand what happened, what led to that moment.” – Chip Lay
Getting started quickly (implementation)
Launching doesn’t require months of prep—teams can begin with top FAQs, ensure content is accurate, and expand from there. Clean systems and connected data make the difference between success and chaos, while iterative pilots help build trust.
“The biggest piece with an AI agent is get your content in order and then Fin will start answering a huge portion of your conversations immediately.” – Ruth O’Brien
Leaders should treat AI as transformation, not a bolt-on, aligning goals and data foundations early.
“If you put AI just on top of outdated, disconnected systems…you create chaos. Map the customer flow. Align the stakeholders.” – Tim Kirchner
Future outlook (where retail is headed)
AI is rapidly shifting from answering tickets to orchestrating entire shopping experiences. Customers may soon outsource browsing and purchasing to their own AI agents, raising the stakes for brands to differentiate their experiences and systems.
“Customers will probably not visit brand websites anymore. Instead, they’ll outsource basically their shopping experience to their own AI agents.” – Tim Kirchner
Chip predicted that digital retail will have to evolve fast—using data to create journeys personal enough that customers still choose to engage directly.
“Brands rightfully will fight for their own experiences…every brand can really deeply own the things that they’re specialized in.” – Chip Lay
