April 4, 2024

AI in Customer Experiences: How Spotify, Airbnb & IKEA Lead the Way

The boom in AI popularity has since inspired a range of novel AI solutions to arise, with many enterprises forming their proprietary LLM (Large Language Models). Here is a selection of use cases...

6 min read

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Paul Estes

For 20 years, Paul struggled to balance his home life with fast-moving leadership roles at Dell, Amazon, and Microsoft, where he led a team of progressive HR, procurement, and legal trailblazers to launch Microsoft’s Gig Economy freelance program

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  • AI adoption is rising in enterprise environments, increasing revenue, streamlining customer interactions, and optimizing internal processes.

  • Improving customer service and experiences are prominent use cases of AI, with implementations leading to a 19.6% increase in revenue.

  • Enterprises like Spotify, Airbnb, and IKEA have leveraged AI in CX to deliver personalization to over 433 million users, boost profit by 8.6%, and automate menial tasks, respectively.

Staff writer

From AI to FinOps, our team's collective brainpower fuels this blog.

By the end of 2023, over one-third of companies had incorporated artificial intelligence (AI) into their daily workflows. According to McKinsey studies, this figure is even higher in enterprise environments, marking a profound shift in the technological business landscape. 

Recent coverage suggests enterprises leverage AI to streamline inventory management, fortify cybersecurity, and even serve as digital assistants. However, the most prominent use case is within customer service. According to Forbes Advisor, 56% of business owners use AI to provide a refined customer experience (CX). 


Artificial intelligence in CX can improve revenue by 19.6% while increasing customer ratings by up to 20.5%. With huge potential profit gains, enterprises across the globe are already incorporating AI into their CX workflows.

The Empowering Transformation: How AI Revolutionizes Customer Experience

On November 30th, 2022, ChatGPT significantly impacted the landscape of generative AI in customer service. In a matter of days, the platform garnered over 1 million visitors, quickly scaling to an impressive 100 million active monthly users within two months. 

Yet, the scope of AI goes far beyond just language generation models like ChatGPT. AI could reduce costs in customer service by up to 30% annually. Considering businesses spend over $1 trillion on customer service calls alone, AI has enormous revenue-boosting potential. Research from Gartner reveals that the top driving force for enterprise adoption of AI is due to potential benefits to the customer experience. 

The boom in AI popularity has since inspired a range of novel AI solutions to arise, with many enterprises forming their proprietary LLM (Large Language Models). Here is a selection of use cases that businesses have implemented to streamline CX and customer services:

  • Unilever’s AI network streamlines customer support, reducing agents' time drafting responses by over 90%.

While these examples demonstrate the versatility of AI in improving the customer experience, leading organizations have already taken this one step further, deriving innovative transformation in their respective CX sectors.

Unveiling Spotify's AI-Powered Personalization: The Key to Customer-Centric Experiences 

In AI-driven personalized customer experiences, Spotify, a prominent B2C digital music platform, is a prime example of innovation and success. Unlike traditional B2B enterprises, Spotify's approach to AI is customer-centric, creating a blueprint that holds valuable insights for businesses across industries.

Spotify employs AI to refine music personalization by delving into users' listening histories, generating bespoke insights, and suggesting tailored music selections. Since 2017, this commitment to AI has propelled Spotify into a new era of personalization.

Ziad Sultan, Spotify’s Head of Personalization, emphasizes the company’s aspiration to be recognized for AI expertise, boasting a “large research team that understands all the possibilities across Large Language Models, across generative voice, and across personalization.” Their focus extends beyond internal operations, placing AI at the forefront of enhancing the customer experience

The real triumph lies in Spotify’s ability to deliver individual music recommendations to a vast user base of over 433 million. This demonstrates AI's potential in personalization and translates into tangible value that any B2B business could take inspiration from – increased revenue, elevated customer engagement, and a winning user experience.

The Takeaway: Spotify's AI-driven personalization, delivering tailored music recommendations to 433 million users, offers a blueprint for businesses, showcasing the transformative impact of customer-centric AI on revenue, engagement, and user experience.

The Empowering Impact of IKEA's "Billie" AI: Streamlining Customer Support, Unleashing Staff Potential, and Boosting Revenue

IKEA, a retail powerhouse hosting over 882 million customers annually, faced a surge in online inquiries, overwhelming their customer support agents. Anticipating a potential crisis, in 2023, IKEA proactively addressed this challenge by launching an AI bot named Billie

This strategic move drastically alleviated the burden on call centers as Billie efficiently handled generic customer queries. The result was a remarkable shift – instead of being tied up with routine support calls, IKEA employees found themselves with valuable time redirected toward interior design training. 

The introduction of Billie curtailed the strain on customer support and facilitated a transformative initiative. A staggering 8,500 call center workers were trained in interior design, empowering them to deliver more specialized advice and elevate the overall customer experience. 


According to Barbara Martin Coppola, IKEA's Chief Digital Officer, embracing new technologies like AI entails a continuous cycle of testing, iterating, and learning from failures. This AI-powered solution met the challenge and significantly improved customer support efficiency, creating a more tailored and enriched customer journey.

The successful integration of AI addressed immediate challenges and initiated a broader organizational shift. Billie's triumph at IKEA exemplifies how artificial intelligence can create space for employees to engage in higher-value activities. With routine customer queries now automated, IKEA's workforce experienced liberation from mundane tasks, enabling them to immerse themselves in profit-oriented pursuits.

The Takeaway: AI technology can automate menial tasks, allowing businesses to reprioritize resources into areas that will produce more impact or higher returns. 

The AI Magic Enabling Airbnb's Smart Pricing: A Win-Win for Hosts and Guests Beyond Traditional Listings

In AI-driven innovations, Airbnb stands out as a pioneer, finding success through its Smart Pricing AI strategy. With a vast network of hosts grappling with the challenges of setting the right rates for their properties, Airbnb introduced Smart Pricing in November 2015, employing machine learning to navigate the complex dynamics of the hospitality market. 

The AI tool analyzes the local area, determining ideal rates based on geographical and historical data to allow hosts to set a price that has the highest potential chance of resulting in a booking. By computing thousands of data points simultaneously, the Smart Pricing AI algorithm streamlines user buying experiences on the platform by providing its hosts with an easy way to set prices.


According to research by the University of Toronto, this AI-driven tool contributed to an 8.6% increase in host revenue while simultaneously reducing guest rates by 5.7%. This mutually beneficial scenario aligns seamlessly with Airbnb's revenue model, where hosts' success directly influences the company's prosperity. The integration of AI in Smart Pricing not only streamlines pricing decisions for hosts but also elevates the overall user experience, establishing a harmonious relationship among hosts, guests, and the platform. 

The Takeaway? Airbnb's Smart Pricing illustrates the transformative power of customer-centric AI in reshaping revenue models. Businesses that use AI as a strategic lever can satisfy their customers, enhance user operations, and drive revenue.

Finding Creative CX Solutions 

The integration of artificial intelligence into various business sectors has undergone a remarkable transformation, with customer experience and support standing out as key focal points. The use of AI in CX has proven particularly impactful, with potential profit gains reaching up to 19.6% and customer ratings increasing by 20.5%. 

This surge in AI popularity has given rise to innovative solutions across industries, as demonstrated by success stories from companies like Decathlon, Unilever, Intuit, Spotify, IKEA, and Airbnb.

As businesses chart their course into 2024, strategic AI adoption emerges as a pivotal driver for success, offering a competitive edge and transforming the potential of winning customer service.

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