Digicel rolls out AI assistant Ruby for customer care, starting in Jamaica

KINGSTON, Jamaica. Telecommunications provider Digicel has announced plans for a major rollout of artificial intelligence to handle customer care across the Caribbean.

Its regional headquarters in Jamaica is the first to use the company’s Ruby system, which helps resolve thousands of daily queries from mobile and business customers that would normally be handled almost entirely by staff.

The company stressed that Ruby is augmenting rather than replacing human customer care agents.

Early results

“Since its launch in Jamaica, Ruby has supported more than 535,000 conversations, with the smart assistant successfully handling 55% of interactions without the need for human agent support,” Digicel said.

The company said the tool responds to customer demand for faster support, help outside traditional business hours and more flexibility.

It handles routine tasks such as checking balances, activating plans, paying bills and resolving common technical issues, which Digicel said enables its teams “to focus on customers with more complex support needs”.

Privacy notices

In announcing the initiative, Digicel also issued privacy notices warning that customer data can and will likely be shared with up to 30 third-party processors, including ADA Support.

Customers can ask to speak to a human agent while dealing with the company.

“We’re committed to protecting your personal data and being transparent about how it’s used, so you can interact with us with confidence,” Digicel said.

Regional debate

Caribbean leaders who met in St Lucia last month devoted some time to discussing AI, its positives and negatives, and how the region should handle the technology now rather than in the future.