Case study
Micki of Sweden was the first. Since the launch in June 2026, our AI assistant has met their visitors directly on the website, around the clock and in the customer's own language.
The figures below are taken from the assistant's own conversations, from the launch up to 20 August 2026. More case studies will be added here over time.
01The client
A Swedish toy company that has made toys since 1944, with brands such as Lundby and Rubens Barn, a factory shop in Gemla and customers both in Sweden and abroad.
The challenge. The range is large and the questions follow. Which toy suits a three-year-old, how big is the doll in centimetres, what does shipping to Norway cost, where is the nearest retailer. The same questions, over and over again, in a shop that never closes.
The solution. The assistant reads Micki's own material and meets the visitor in the chat widget straight away. It answers the questions, recommends products based on age and needs, and hands over to customer service when the matter needs a human.
02The result
None of this comes from a demo. These are visitors on Micki's website asking their own questions.
488
customer conversations
1,649
messages back and forth
4.64/ 5
average rating from 28 ratings
96%
gave four or five stars
20
countries represented
8+
languages in the conversations
74%
of the conversations from mobile
1.8s
average response time
The conversations are spread right around the clock, evenings and weekends included. Every question answered in the chat widget is a question nobody has to answer manually the next day.
03The questions
The conversations were categorised afterwards. One conversation can belong to several categories, so the numbers show where the weight lies and not an exact split.
170
The largest category. The customer often does not know which product they want. The assistant asks about age, interest and budget and then suggests something from the range. It is closer to a salesperson than a question box.
74
What a product costs, what the shipping comes to, what applies when ordering from abroad.
71
A category of its own, and one of those that sells the most. The assistant starts with the child's age and lands on a product, instead of leaving the customer in a range.
45
Delivery times, home delivery, collection points, items ordered in and shipping abroad. Classic customer service matters that now take a few seconds.
40
Where the products are available physically, which retailers sell them and how the factory shop works.
30
Centimetres, scale and whether things fit together. Questions that can only be answered with the company's own material.
11
Manuals, assembly instructions and how a product is used. So the assistant helps after the purchase too, not only before.
04Outside Sweden
Just over a hundred of the conversations came from countries other than Sweden. The assistant answers in the customer's language and switches language mid-conversation if the customer does.
Swedish, English, Norwegian, Danish, Finnish, German, Portuguese and Italian all appear in the conversations. Nobody has had to be hired per language.
Beyond those: Spain, France, Ireland, Italy, Canada, Pakistan and Åland.
05Customer voices
Word for word from the conversations, in the form they were written.
“Veldig bra!!”
“Your web site is excellent.”
“You have been wonderful and informative, thank you.”
06The limits
That is the part we are most pleased with, and the part that is hardest to build.
Several customers asked about older products and images the assistant does not have access to. It said so plainly and pointed them on to customer service, instead of making up an answer.
One customer was about to send her order number. The assistant replied that she did not need to share it, since it cannot see the order details anyway. Details that are not collected cannot leak either.
Sensitive and awkward matters go on to Micki's staff with the conversation attached, so the customer does not have to start over from the beginning.
One of the 28 ratings was three stars. We would rather write 4.64 out of 5 than claim that everyone was satisfied. The ratings are a tool for making the assistant better, not a poster.
Do you have questions about the case study or about how we think about the limits? Get in touch, or read more about what the assistant does.
07Get started
We are happy to show how an AI assistant would work on your own website, with your own questions. It takes fifteen minutes.