IKEA
Billie took over simple customer-service questions — and IKEA reinvested the savings in people.
47%
of customer enquiries handled
3.2M
interactions
€13M
reported savings
Between 2021 and 2023, IKEA's AI assistant Billie handled approximately 47% of customer enquiries — around 3.2 million interactions. IKEA reported nearly €13 million in savings.
But the interesting part isn't the chatbot. IKEA retrained 8,500 customer-service employees. They moved toward interior design, digital sales, customer relationships, and complex problem-solving.
Instead of having people answer simple questions, IKEA moved their time toward work where people create more value.