A restaurant chain operating across the Kingdom asked us to help with the question every chain in the region was asking that year — what artificial intelligence ought to do, in customer-facing operations, and what it ought not to do.
The risk, in this kind of programme, is over-rotation. A chain that automates everything finds it has automated its brand. The work we did with leadership was as much editorial as it was technical: a careful map of where the AI pattern fit the chain’s voice and operations, and where it did not.
By the time the engagement closed, the chain had a programme it could run without us, and — equally importantly — a position on AI in customer experience that the senior team could state in their own words.
AI in customer experience is a pattern, not a product.
What we did
- — Designed a phased rollout of AI-assisted ordering across the chain's storefronts and digital channels.
- — Reframed customer support from a cost line to a brand surface — defining what was kept human and what was not.
- — Wrote the operating playbooks the chain's regional managers carried into each launch.
- — Trained an internal product-and-ops council to own the practice after the engagement.
Practice · Technology · Marketing