Cabot’s, part of DuluxGroup, has developed an innovative AI-powered chatbot prototype to provide automated, scalable customer support for DIY woodcare projects.
Named the Cabot’s Project Assistant, the company built the breakthrough solution as part of Microsoft’s AI First Movers Program and in collaboration with Microsoft partner Insight Enterprises.
“With 25% of consumers seeking woodcare advice from the Cabot’s website before visiting a retailer, we recognised the significant benefits of scaling our online customer support,” Cabot’s marketing manager Thomas Buruma says.
“The chatbot prototype we have developed with Microsoft and Insight will enable our customers to navigate a complex category, get 24/7 support with their projects and buy with confidence.”
The chatbot prototype uses Microsoft’s advanced AI and cloud technologies, including Azure OpenAI Service and Azure Cosmos DB, to answer the most frequently asked questions about Cabot’s’ premium wood care products. It can provide customers with product recommendations, advice on product application and maintenance and solutions to problems they encounter during DIY woodcare projects.
These responses are based on the company’s extensive product knowledge and customer interaction history, which have been used to train the chatbot. As the project assistant can operate 24/7, it will also free up the company’s help and advice teams to focus on more complex queries, boosting customer satisfaction and engagement.
Following a successful prototype demonstration to DuluxGroup executives in November 2023, Cabot’s will pilot the chatbot internally before moving it into production in 2024. It also plans to scale the solution across other business units within DuluxGroup and add new capabilities. These include an option to upload photos for the chatbot to analyse and provide colour advice based on the images.
DuluxGroup executive general manager IT and digital enablement Angela Anthony says the project demonstrates DuluxGroup’s commitment to its customers, bringing them closer to its products by leveraging advanced technologies, with the Cabot's solution providing a generative AI scalable framework for its brands.
Microsoft’s AI First Movers Program was instrumental in guiding Cabot’s through the complexities of Generative AI integration. The program involved envisioning and architecture design sessions, co-led by Microsoft and Insight, which helped shape the system architecture for the chatbot. DuluxGroup also developed their Responsible AI Principles in collaboration with Microsoft to ensure ethical development and use of Generative AI.
