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AI CHATBOT

Summary

At Henley Royal Regatta (HRR), I led the introduction of an AI-powered website chatbot to improve customer experience and operational efficiency during peak demand periods. Implemented ahead of the 2025 event sales window, the chatbot provided instant, accurate responses to high-volume enquiries across ticketing, competitors, event information and results – reducing pressure on frontline teams while improving access to information for key audiences.

Objectives

(1) Customer Experience: Provide fast, accurate, self-serve access to information during peak demand

(2) Operational Efficiency: Reduce pressure on reception, badge office staff and phone lines

(3) Sales Support: Assist audiences during the ticket purchase journey with timely, relevant information

(4) Scalability: Introduce a solution capable of supporting growing digital demand without increasing resource

(5) Insight: Use conversation data to inform content strategy and future optimisation

Approach & Delivery

  • Worked closely with a developer to integrate an AI chatbot into the HRR website across desktop and mobile

  • Configured the chatbot to automatically source information from the HRR website and a knowledge document

  • Implemented the tool ahead of the 2025 peak sales period to support sales and live enquiries

  • Acted as product owner for the tool, managing backend content to ensure accuracy, relevance and timely updates

  • Monitored performance and conversation quality throughout the live period

  • Analysed conversation trends to identify gaps in website content and opportunities for improvement

  • Worked with internal teams to align chatbot responses with operational processes and customer expectations

Outcomes & Impact

  • Managed 3,000+ conversations in a six-week period, demonstrating strong uptake and value

  • Significantly reduced demand on frontline teams responsible for dealing with enquiries

  • Improved response times for routine enquiries, enhancing overall user experience

  • Provided clear insight into audience behaviour and information needs through conversation analysis

  • Validated AI-assisted support as a scalable, effective addition to HRR’s digital ecosystem

© 2026 by Madeleine Portwain

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