CUSTOMER SUPPORT IN SHOPPING CENTRES · Askly Case Study
AI support for shopping centres is solving one of retail’s most persistent problems: visitors who expect a fast answer in their own language, at any hour. Ülemiste Centre and T1 Tallinn — two of Tallinn’s largest shopping centres — faced a constant flow of questions across multiple channels, in three languages, around the clock. Both teams found the same answer: Askly. As a result, repeating questions about opening hours, parking, promotions, and events are now resolved in seconds — so the team can focus on situations where a human presence genuinely matters.
The Challenge: Three Languages, Endless Repeating Questions
Visitors call, email, message on social media, and write through the website — often across several channels at once. In addition, they expect a reply within minutes, not hours.
Delivering fast, quality support is costly. Trilingual coverage in Estonian, Russian, and English demands resources most teams simply do not have. Moreover, everyday questions about opening hours, parking, promotions, and events repeat endlessly. Because of this, the team answered the same questions again and again while more complex situations waited in the queue.
The Solution: AI Support for Shopping Centres, Active 24/7
Askly’s AI assistant now serves as the primary support channel for both shopping centres — and no development work was needed to get there. A script was added to each website, and social media messages and emails were connected to the same inbox.
- Smart decision engine — every question is checked against the knowledge base. When the confidence threshold is met, AI replies on its own. If it is not met, the conversation goes directly to the team.
- Full transparency — every AI response is clearly labelled for the visitor. This is a core principle, not an optional setting.
- One shared inbox — web chat, social media messages, and emails all arrive in one place. As a result, the team sees every conversation in real time and can step in at any moment.
- Real-time translation — AI always responds in the visitor’s chosen language. Furthermore, conversations routed to the team are translated automatically.
Using a person where AI can do the job faster and just as well is a management mistake. Similarly, making a customer wait for an answer is equally wrong.
Most visitor inquiries are informational — opening hours, parking, directions, current promotions. Because of this, Askly resolves them instantly and consistently. However, complex or sensitive situations go straight to a person. AI already tells these two apart remarkably well.
How Ülemiste and T1 Set Up AI Support for Shopping Centres
- Mapped AI scope — Ülemiste Centre and T1 started by defining the topics where AI could handle visitor questions reliably.
- Built the guidance layer — next, they defined how AI should assist visitors and direct them to the right information.
- Tuned the tone — AI responses sound human and are clearly labelled. The team edits them directly in Askly, and changes go live within seconds.
- Enabled real-time translation — finally, AI responds in the visitor’s chosen language automatically, and human agents receive conversations already translated.
The Results: AI Support Means Repeating Questions No Longer Reach the Team
Questions about opening hours, parking, and events no longer reach the team. Instead, AI resolves them in seconds, in three languages, around the clock.
Languages supported
3
Availability
24/7
Development cost
€0
As a result, the team now focuses entirely on situations where a human presence genuinely matters. Both shopping centres have completed the full rollout and are today setting the standard for the entire sector.
“The risk is manageable when there is a clear process and full transparency in place.”
— Askly team, on the Ülemiste & T1 rollout
How Much of Your Team’s Day Is Spent Answering Questions Already Answered Yesterday?
AI-powered live chat works — for visitors and businesses alike. In fact, Askly already supports 500+ Estonian companies, including Klick, Bauhof, Goldtime, ON24, Puumarket, Amserv, Confido, Tartu University Hospital, Partnerkaart, Tez Tour, and many more.
Use technology where it is effective, so your people can be irreplaceable where they truly matter.
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