Matas Uses AI to Transform the Customer Experience

Matas has a strategic approach to AI, deeply embedded in its business strategy with the overall goal of enhancing customer experience and improving the efficiency of internal processes through AI implementation as a key part of its digital transformation. A significant part of Matas’ approach is running PoC projects directly within the business, where employees play a central role in identifying and evaluating promising applications that elevate the quality and efficiency of their daily tasks.

Examples of Matas’ current PoC projects include the use of AI agents such as MAIA (Matas Artificial Intelligence Agent), designed to increase efficiency, improve quality, and reduce response times in Matas’ customer service. MAIA is trained using data from the past 10 years of customer service correspondence to ensure that responses align with the company’s culture and approach to customer relations. Additionally, Matas has implemented an AI assistant for its social media channels, ensuring a consistent tone of voice across the company’s 266 stores in Denmark, requiring careful coordination and oversight.

Matas places great emphasis on building customer trust regarding the use of AI assistants. The company strives to enhance guidance and minimize errors through AI solutions to ensure a better customer experience. At the same time, Matas faces ethical challenges in handling the large amounts of customer data, requiring a balance between service personalization and privacy. The company navigates these challenges by consistently prioritizing customer trust. After all, trust takes time to build but can be lost in an instant.

Matas also invests in employee education, developing AI-related skills through internal workshops, strengthening their ability to meet the demands of a technology-driven future. This strategic focus on competence ensures that Matas is well-equipped to leverage AI’s full potential for the benefit of both its business and its customers.