WHOOP and AI: Revolutionizing Customer Experience Beyond Support

AI at the Heart of Customer Transformation

The integration of artificial intelligence in businesses is no longer limited to simple customer support. Now, every interaction, from the initial sale to after-sales service, is an opportunity to enhance the customer experience. The 2026 Customer Service Transformation Report reveals that more than half of companies plan to expand the use of AI to other departments, inspired by the initial successes observed in support.

Building an exceptional customer experience through AI involves going beyond the realm of support. Every touchpoint, from the first business interaction to post-sale success, represents a chance to excel. Teams beyond support are turning to AI to transform their interactions, and support, as a pioneer in this area, has already established a model to follow.

WHOOP: A Success Story

The fitness wearables company WHOOP perfectly illustrates this trend. By transforming its sales interactions through AI, WHOOP has been able to respond more effectively to customer inquiries, reducing wait times by over 10 hours. The AI tool Fin, deployed on their sales page, has handled 84% of incoming questions, freeing up the sales team to focus on high-value prospects. This strategy has led to a 130% increase in sales.

WHOOP offers a premium product that makes their business exchanges more consultative than transactional. Customers ask questions like "Which membership is best for me?" or "How often should I charge my WHOOP?" According to Emily Shirley, product manager at WHOOP, customers who interact with the internal sales team are twice as likely to convert. However, the lack of representatives to respond quickly to inquiries has led to wait times exceeding 10 hours.

With a major product launch on the horizon and an expected increase in interactions with potential customers, their team of three needed support. Fin was deployed on the "Join" page, the last step before purchase, to meet this increased demand.

Towards a Unified Customer Experience

The expansion of AI beyond support presents a challenge: avoiding fragmentation of the customer experience. If each department uses independent AI agents, this could lead to inconsistencies in the responses provided to customers. The goal is to create a smooth and coherent experience, where AI, like Fin, acts as a "Customer Agent" capable of managing the entire customer journey with a deep memory and understanding of the business.

It is clear that there is a desire to push AI into other parts of the customer lifecycle, but there is a hidden risk in this expansion. If sales, customer success, and other departments each launch their own agent, each operating in isolation, it can fragment what our research indicates teams wish to create. The second most frequently cited reason for pushing AI beyond support: the desire for a unified customer experience.

The Strategic Role of Support Teams

Support teams play a crucial role in this transformation. 32% of companies indicated that their customer service teams lead the AI strategy. These teams, armed with their experience and knowledge of customer needs, are well-positioned to define standards and practices that will guide the extension of AI within the company. As Bobby Stapleton, senior director of human support, explains, this insight is essential for maximizing the impact of AI.

Pushing AI into new parts of the business requires someone to take charge of the process. And for many organizations, that is the support team. Nearly one-third of respondents (32%) confirmed that their customer service teams lead their company's AI transformation strategy.

This represents a real opportunity for support teams to shape the future of the customer experience. Instead of each function reinventing the wheel, support can act as a center of excellence, defining shared standards, safeguards, and operational practices that enhance performance.

As our senior director of human support, Bobby Stapleton, puts it: "You are already managing the most complex and high-volume customer interactions; you have rich data on customer needs and behavior; and you know how agents perform in the real world. This insight will be invaluable as AI develops within your company."

We are beginning to see this within our own team. As Fin has evolved into sales, our senior conversation designer, Fred Walton, has also taken charge of the Fin service agent since our inception.