Williams-Sonoma is doubling down on artificial intelligence (AI) to elevate customer service and strengthen shopper experiences across its portfolio of brands. During its Q2 2025 earnings call last week, company executives shared updates on how AI is shaping both customer-facing solutions and back-end efficiencies.
Earlier this summer, the retailer introduced an AI-powered customer service assistant at Pottery Barn Kids. After testing its impact, Williams-Sonoma expanded the technology across all of its brands last week. According to CEO Laura Alber, the new assistant is designed to boost resolution rates, shorten response times, and lower service costs. The company is also preparing to roll out an AI-driven “culinary companion.” This tool will guide customers through product discovery and provide helpful advice on lifestyle topics such as holiday entertaining.
Contact Center Technology Insights: AI with Heart: Calabrio’s CareAI Enhances Patient Care
From the leadership’s perspective, AI is not just an experimental add-on it is a strategic driver. Chief Technology and Digital Officer Sameer Hassan emphasized that Williams-Sonoma views AI as an enhancer of its existing brand strengths. By integrating advanced tools with the company’s reputation in home and culinary retail, the goal is to deliver experiences that feel distinctive, rather than relying on generic chatbot interactions.
Industry-wide, many organizations report a strong return on investment from AI, but some remain cautious. A recent Storyblok survey revealed that nearly one-third of businesses see only modest improvements in digital experiences from AI adoption. However, Williams-Sonoma appears to be differentiating itself by looking beyond a purely digital or in-store approach. Retail competitors like Walmart and Home Depot have deployed AI primarily to refine in-store experiences, but Williams-Sonoma is leveraging its multichannel model to reach customers wherever they shop.
“When you think about our multichannel model, all the different ways that we connect with our customers, it’s not just an online play,” Hassan explained. “It’s not just a digital play. We connect with our customers through our stores, through our in-home programs, and AI, again, allows us to amplify this experience in really exciting ways.”
Contact Center Technology Insights: Medallia Appoints Jagrit Malhotra as Chief Revenue Officer
A major foundation of this AI push is data. The company has invested heavily in cleaning and structuring its data to ensure it is actionable. This approach allows Williams-Sonoma to maximize AI capabilities and achieve stronger outcomes. As Hassan put it, “And while you can say AI is the engine that’s driving all this growth, data is the fuel that makes it work, and our CRM and business data is making that engine run.”
The results are already showing promise. According to its Q2 2025 earnings report, comparable brand revenue rose 3.7% year over year across all Williams-Sonoma brands. Pottery Barn Kids emerged as the top performer, reporting a 5.3% year-over-year increase in comparable revenue.
By blending AI innovation with robust data strategies, Williams-Sonoma is positioning itself to deliver more personalized, efficient, and engaging customer experiences whether online, in stores, or through in-home services.
Contact Center Technology Insights: Cisco Confirms Two USD 1 Billion+ Megadeals, One Involving Webex
To join our expert panel discussions, reach out to sudipto@intentamplify.com
