The job: Customers ask simple questions out of hours, and you either miss the sale or answer it the next morning.
What AI actually does here
- Answers questions in a chat window using only the content you give it.
- Collects details (order number, email) before passing a conversation to a person.
- Logs the questions it could not answer, which shows you what to write next.
Tools to look at
- Help-desk AI agents such as Intercom Fin or Zendesk AI agents
- Website chat tools with an AI add-on
Named tools are examples, not endorsements. We have no paid relationships with them at the moment; see our disclosure.
What you need first
- Clear help content and a short list of topics the assistant must never handle (refunds above a limit, complaints, anything legal).
- A visible “talk to a person” option.
- An understanding of the pricing model: some vendors charge per conversation or per resolution, so costs grow with volume. Check current pricing on the vendor’s site.
How to measure ROI
- Count conversations fully resolved without a human, and check a sample each week to confirm they really were resolved.
- Compare cost per resolved conversation with your current cost per ticket.
- Track out-of-hours enquiries that turn into sales or bookings.
Run the numbers in the ROI calculator →
What the evidence says
Vendors publish their own resolution-rate figures; treat these as vendor claims and test on your own traffic before committing.
Ready-to-use prompt
Replace the [BRACKETS]. Only paste data you’re allowed to share with the tool you’re using.
View promptYou are the website assistant for [BUSINESS NAME].
You are the website assistant for [BUSINESS NAME].
Answer only from the KNOWLEDGE below. Keep answers under 80 words.
If the question is about refunds over £[X], complaints, legal matters, or is not covered, reply:
"I'll pass this to the team. Could you share your name and email?"
KNOWLEDGE:
"""
[paste FAQs, delivery info, opening hours, pricing]
"""
At the end of each conversation, output a one-line log: topic | resolved yes/no | reason if not.Sources
- Intercom Fin (product page) Vendor page
- Zendesk AI (product page) Vendor page
- ICO, Guidance on AI and data protection Regulator guidance
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