Agentic AI transforms customer experience at scale

Fabletics is one of the world’s largest digitally native activewear brands, operating a subscription-based model and serving millions of customers across North America and Europe. The company set out to redesign its service model to better handle complex, policy-driven journeys while reducing operational effort and improving customer experience.

Fabletics Logo for Cognigy Story Page

Faster

Customer resolution times across all interactions 

Improved

Handling of peak periods on voice and chat channels

Scalable

Agentic AI foundation across markets and use cases

Watch Fabletic's customer journey!

The challenge

Fabletics' service environment is strongly seasonal, shaped by a subscription model and a growing number of customer touchpoints. Contact volumes fluctuate due to campaigns, product launches, and recurring billing cycles, creating ongoing pressure on service operations and staffing. Customer journeys such as membership management, refunds, and promotions are governed by strict policies and require consistent execution in multiple markets and languages.

While rule-based systems could answer simple questions, they were unable to execute actions autonomously, so customers still depended on service teams to resolve their requests. This resulted in fragmented experiences between channels, repeated effort for customers, and a high volume of repetitive tasks for service teams.

The main challenge was to design a solution capable of safely handling end-to-end customer journeys, making decisions, and executing actions within an existing global service and technology landscape.

Fabletics Cognigy Success Story_The Challenge
Jack Roberts
“We didn’t start this project to add AI to the contact center. We started it to give our customers faster, more flexible service, and to see what happens when AI can actually make decisions in real customer interactions.”
Jack Roberts
Senior Global Director, GMS Technology and Applications @FableticsOS

The solution

Fabletics implemented an agentic AI approach designed to operate as an intelligent execution layer in its customer service ecosystem. Instead of guiding customers through predefined flows, the system directly understands intent, retrieves relevant knowledge, and determines the appropriate sequence of actions.

Through integration with core systems, the AI can authenticate customers, access and update account and order data, and process refunds.. Customers interact with a single, coherent assistant capable of resolving requests end to end, without being limited to standard FAQs.

The AI can manage real-world conversations, including emotionally charged scenarios, while maintaining high response quality and consistent decision-making through defined guardrails.

When support from a service specialist is required, interactions are seamlessly handed over with full context, structured summaries, and recommended next steps. This reduces handling time and allows service teams to focus on cases where judgment, empathy, and expertise add the most value.

Fabletics Cognigy Success Story_The Solution

The impact

The introduction of agentic AI delivered measurable improvements in performance and customer experience. Operating in the same queue as service teams, the system consistently performed at comparable levels, demonstrating its ability to handle commercially sensitive interactions.

This led to faster resolution, shorter wait times, and more consistent execution of policy-driven processes. The shift reduces repetitive work and enables greater focus on complex and high-empathy interactions, creating a more balanced operating model.

Strategically, the project establishes a scalable foundation for expanding agentic AI into additional use cases and markets, showing that AI can move beyond automation to actively contribute to decision-making and business impact.

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Improved CX

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Agentic AI on voice and chat

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End-to-End Resolution & Execution

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