AI at the service of large-scale retailers

Virtual assistant for e-commerce
Retail and large-scale retail trade
AI at the service of large-scale retailers
the challenge

The starting point

CRAI, one of the leading retailers in Italy, was looking for an innovative technological solution that would allow it to get in direct contact with the users of its ecommerce 'CRAI spesa online'.

The starting point

The challenge was to equip the website with a tool that would, on the one hand, allow users to immediately find the solution to the most common service requests and, on the other hand, help them navigate through the many products available in the online store in order to add them to their shopping cart.

Tommaso Lippiello - Digital Innovation Manager, CRAI

The adoption of the artificial intelligence solution created by Indigo.AI has allowed us to absorb a large volume of customer service requests, from the most general to the specific ones related to e-Commerce.

Tommaso Lippiello - Digital Innovation Manager, CRAI
the SOlution

The virtual assistant that helps with online shopping and suggests recommended products and recipes has created for CRAI a virtual assistant for the e-commerce site "CRAI spesa online", capable of answering the main requests for assistance and providing useful information on the services offered by the company. The virtual assistant supports users who have difficulty in completing their e-commerce purchase, allows them to find out which areas are covered by home delivery and provides information on their loyalty card.

The virtual assistant that helps with online shopping and suggests recommended products and recipes

In addition to the virtual assistant, an ad hoc flow has been created that allows users to discover and experiment with new recipes using products sold by CRAI: once the name of a product has been entered in chat, the virtual assistant will suggest to the user the recipes that can be made using the product indicated. Not only that, the user can then add the ingredients of the recipe suggested by the virtual assistant to the shopping cart with a simple click in chat. The virtual assistant has also allowed the company to manage in real time the large number of users who came to the online store for shopping during the Covid-19 pandemic and to collect valuable feedback on the service offered.

The results
The impact of AI on

Unique users who interacted with the virtual assistant in its first year of operation


The number of messages exchanged between chatbots and users in the first year of operation


average number of users managed autonomously by the chatbot each day during the lockdown period (March 2020)

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