How Rookie Baby boosted sales by 2% and achieved 50% automation with AI customer support
Rookie Baby, a rising e-commerce brand in the baby apparel space, was scaling rapidly but struggling to keep up with a flood of repetitive customer support requests. To ease the pressure, they partnered with Ambotiq to design a AI Assistant integrated with Shopify and Gorgias. The solution automated 50% of incoming tickets, cut response times to under 10 seconds, and drove a 2% lift in total sales revenue.
The impact
- 50% of all customer support tickets fully automated (no human involvement required).
- 2% increase in overall sales revenue by turning customer chats into buying journeys.
- First-response time dropped to under 10 seconds, improving customer satisfaction and reducing churn.
The problem
Like most e-commerce brands experiencing rapid growth, Rookie Baby faced a simple but painful problem: scaling customer support without scaling headcount.
Before using AI in their customer support, the Rookie Baby team relied primarily on:
- Shopify for e-commerce operations
- Gorgias as their helpdesk
- A small in-house support team, handling everything from shipping delays to product sizing questions manually
As order volume increased, so did customer inquiries. The majority of tickets were repetitive and time-sensitive:
- “Where is my order?” (WISMO) inquiries
- Shipping and delivery updates
- Questions about returns, exchanges, and sizes
While these were straightforward, answering them manually was time-consuming and expensive. Rookie Baby’s team had bigger priorities: growing their product line, scaling marketing campaigns, and expanding internationally.
“We wanted to provide better customer service without hiring three more agents. At the same time, we felt like we were missing out on opportunities to recommend products when customers were already engaging with us.”
Their ideal state was clear:
- Automate at least half of customer support volume
- Keep response times instant
- Unlock revenue from conversations instead of treating support as a cost center
The solution
Rookie Baby partnered with Ambotiq to build an AI Assistant, deeply integrated into their Shopify and Gorgias environment.
Three key design pillars shaped the solution:
1. Automating the repetitive
The assistant was trained on Rookie Baby’s help center, order flows, and return policies. It could:
- Instantly fetch real-time order status through Shopify API
- Guide customers through returns and exchanges without human involvement
- Handle 24/7 FAQs (shipping times, sizing, care instructions)
2. Driving revenue in every chat
Instead of stopping at “support,” the AI was designed as a Sales Assistant. Whenever a customer asked about sizing or product availability, the bot responded with:
- Personalized recommendations based on catalog data
- Upsell prompts (“Many parents pair this with our newborn starter set—would you like me to add it to your cart?”)
- Automated discount codes to re-engage hesitant buyers
This turned what was once a cost center into a revenue channel.
3. Seamless handover for edge cases
Not every ticket can—or should—be automated. For sensitive or complex issues (e.g., complaints, damaged shipments), the system seamlessly escalated to Rookie Baby’s human team inside Gorgias, with full context attached.
This hybrid approach meant:
- Customers got instant answers when automation was possible.
- Agents only handled the high-value edge cases.
- No conversations slipped through the cracks.
“The coolest thing wasn’t just saving time—it was seeing the AI actually recommend products and close sales. That’s when we realized support could become a growth driver.” – Rookie Baby team
The result
Within the first 90 days of launch, Rookie Baby saw measurable impact across support, operations, and revenue.
- 50% automation rate: half of all support inquiries were fully resolved by the AI Assistant—without human input, this freed up dozens of hours per week for the team
- 2% revenue lift: conversations handled by the AI converted into purchases, driving incremental revenue that more than covered the system’s costs
- 10-second response times: average first-response time dropped from hours to seconds, dramatically improving customer experience
- Happier agents: human support staff were no longer bogged down in repetitive WISMO tickets, and could focus on higher-impact cases
- Happier customers: the first few days of having the agent answer questions, the customer got a lot of replies and were really surprised with how fast the response was
Financially, the project paid for itself within weeks:
- Support labor reduced significantly
- Revenue lift from AI-driven sales exceeded monthly software costs
- Customer satisfaction scores improved, fueling repeat purchase rates
Looking forward, Rookie Baby plans to expand the AI Assistant into WhatsApp and Instagram DMs, meeting customers directly where they prefer to shop and communicate.
See it in action
Check out the AI agent here.
Social proof
Jan supported us with the integration of an AI agent into Gorgias…Jan supported us with the integration of an AI agent into Gorgias – and he did so at the highest level. He specifically addressed our use case, explained the processes clearly, and showed us how we could optimize them in the long term.Thanks to his support, we were able to increase our automation rate by 125% and improve our first response time by 100% – a huge step forward for our team!We are completely satisfied and can wholeheartedly recommend Amotiq.
— Rebekka von Rookie Berlin GmbH
AI as a growth driver
The Rookie Baby case shows what’s possible when AI is treated not just as a support tool, but as a growth driver for e-commerce brands. By automating repetitive tasks, ensuring instant responses, and weaving sales into conversations, Ambotiq delivered a solution that saves time, improves customer experience, and directly impacts revenue.
For growing e-commerce brands facing the same scaling pains as Rookie Baby, the lesson is clear:
Your support inbox isn’t just a cost center—it’s a sales channel waiting to be unlocked.
Rookie Baby, a rising e-commerce brand in the baby apparel space, was scaling rapidly but struggling to keep up with a flood of repetitive customer support requests. To ease the pressure, they partnered with Ambotiq to design a AI Assistant integrated with Shopify and Gorgias. The solution automated 50% of incoming tickets, cut response times to under 10 seconds, and drove a 2% lift in total sales revenue.
The impact
- 50% of all customer support tickets fully automated (no human involvement required).
- 2% increase in overall sales revenue by turning customer chats into buying journeys.
- First-response time dropped to under 10 seconds, improving customer satisfaction and reducing churn.
The problem
Like most e-commerce brands experiencing rapid growth, Rookie Baby faced a simple but painful problem: scaling customer support without scaling headcount.
Before using AI in their customer support, the Rookie Baby team relied primarily on:
- Shopify for e-commerce operations
- Gorgias as their helpdesk
- A small in-house support team, handling everything from shipping delays to product sizing questions manually
As order volume increased, so did customer inquiries. The majority of tickets were repetitive and time-sensitive:
- “Where is my order?” (WISMO) inquiries
- Shipping and delivery updates
- Questions about returns, exchanges, and sizes
While these were straightforward, answering them manually was time-consuming and expensive. Rookie Baby’s team had bigger priorities: growing their product line, scaling marketing campaigns, and expanding internationally.
“We wanted to provide better customer service without hiring three more agents. At the same time, we felt like we were missing out on opportunities to recommend products when customers were already engaging with us.”
Their ideal state was clear:
- Automate at least half of customer support volume
- Keep response times instant
- Unlock revenue from conversations instead of treating support as a cost center
The solution
Rookie Baby partnered with Ambotiq to build an AI Assistant, deeply integrated into their Shopify and Gorgias environment.
Three key design pillars shaped the solution:
1. Automating the repetitive
The assistant was trained on Rookie Baby’s help center, order flows, and return policies. It could:
- Instantly fetch real-time order status through Shopify API
- Guide customers through returns and exchanges without human involvement
- Handle 24/7 FAQs (shipping times, sizing, care instructions)
2. Driving revenue in every chat
Instead of stopping at “support,” the AI was designed as a Sales Assistant. Whenever a customer asked about sizing or product availability, the bot responded with:
- Personalized recommendations based on catalog data
- Upsell prompts (“Many parents pair this with our newborn starter set—would you like me to add it to your cart?”)
- Automated discount codes to re-engage hesitant buyers
This turned what was once a cost center into a revenue channel.
3. Seamless handover for edge cases
Not every ticket can—or should—be automated. For sensitive or complex issues (e.g., complaints, damaged shipments), the system seamlessly escalated to Rookie Baby’s human team inside Gorgias, with full context attached.
This hybrid approach meant:
- Customers got instant answers when automation was possible.
- Agents only handled the high-value edge cases.
- No conversations slipped through the cracks.
“The coolest thing wasn’t just saving time—it was seeing the AI actually recommend products and close sales. That’s when we realized support could become a growth driver.” – Rookie Baby team
The result
Within the first 90 days of launch, Rookie Baby saw measurable impact across support, operations, and revenue.
- 50% automation rate: half of all support inquiries were fully resolved by the AI Assistant—without human input, this freed up dozens of hours per week for the team
- 2% revenue lift: conversations handled by the AI converted into purchases, driving incremental revenue that more than covered the system’s costs
- 10-second response times: average first-response time dropped from hours to seconds, dramatically improving customer experience
- Happier agents: human support staff were no longer bogged down in repetitive WISMO tickets, and could focus on higher-impact cases
- Happier customers: the first few days of having the agent answer questions, the customer got a lot of replies and were really surprised with how fast the response was
Financially, the project paid for itself within weeks:
- Support labor reduced significantly
- Revenue lift from AI-driven sales exceeded monthly software costs
- Customer satisfaction scores improved, fueling repeat purchase rates
Looking forward, Rookie Baby plans to expand the AI Assistant into WhatsApp and Instagram DMs, meeting customers directly where they prefer to shop and communicate.
See it in action
Check out the AI agent here.
Social proof
Jan supported us with the integration of an AI agent into Gorgias…Jan supported us with the integration of an AI agent into Gorgias – and he did so at the highest level. He specifically addressed our use case, explained the processes clearly, and showed us how we could optimize them in the long term.Thanks to his support, we were able to increase our automation rate by 125% and improve our first response time by 100% – a huge step forward for our team!We are completely satisfied and can wholeheartedly recommend Amotiq.
— Rebekka von Rookie Berlin GmbH
AI as a growth driver
The Rookie Baby case shows what’s possible when AI is treated not just as a support tool, but as a growth driver for e-commerce brands. By automating repetitive tasks, ensuring instant responses, and weaving sales into conversations, Ambotiq delivered a solution that saves time, improves customer experience, and directly impacts revenue.
For growing e-commerce brands facing the same scaling pains as Rookie Baby, the lesson is clear:
Your support inbox isn’t just a cost center—it’s a sales channel waiting to be unlocked.
