Great support isn’t just about solving problems. It’s about giving retailers confidence that help is there the moment they need it.
That’s the thinking behind SIA, the AI capability within Sitoo.
Built to make support faster, easier to access, and more useful in the flow of work, SIA helps our customers find answers, solve common questions, and deliver great service without unnecessary delays.
But SIA isn’t here to replace the human side of support. It’s here to take it to the next level.
There’s a common trend in retail right now where companies are replacing their human support teams with AI to cut costs. But often, this leads to frustrated customers stuck in endless automated loops.
We’re taking a different approach.
AI in support is about balance. Let AI handle the questions it is great at answering - the repeatable, documented, “how do I…” questions. Then let people focus on the work where human expertise matters most - complex issues, customer-specific setups, proactive guidance, and the moments where care, context, and judgement make all the difference.
Adam Soliman, Director of Customer Care at Sitoo, explains the philosophy behind introducing SIA:
"We’re not replacing resources; we’re adding this as an additional tool so we can use our human resources in the best way possible.
“AI can be trained to have a high resolution rate and be highly efficient, but what AI cannot do is provide the human touch. We’re not replacing our team; we are adding SIA as an additional capability so our experts can be exactly where our customers need them the most."
This hybrid approach - instant AI answers for the straightforward questions, and immediate human expertise for the complex ones - is already yielding incredible feedback.
As the Gina Tricot team recently told us: "I don’t know what you guys have done, but lately you’ve been amazing! SIA helps us with most things, but the second we need to talk to a human, you are there almost instantly and provide incredible help."
Getting the right answer, fast
The best retail technology is so powerful because it connects an array of moving parts. Stores, ecomm, payments, integrations, APIs, inventory, orders, customer data, and fulfillment all need to work together in real time.
This is also what makes support more complex.
Sitoo POS is designed to be intuitive for store teams, but enterprise retail environments often include customer-specific workflows, integrations, and operational processes. Some questions are simple and can be answered straight from documentation. Others need a specialist who understands the retailer’s setup, goals, and context.
SIA helps separate the two.
When a question can be answered using existing knowledge, SIA gives the user a fast, clear response. When the question is more complex, customer-specific, or needs a human decision, SIA can hand the case over to the right person.
This is a key part of the philosophy behind SIA. The goal is to get the customer to the right answer as quickly as possible - whether that answer comes from AI or from a person.
As Adam says: “For me, great support comes down to two things: being proactive, and giving customers fast answers with a high resolution rate. When customers reach out, they should get a fast reply, a human touch, and a clear path to resolving their issue.”
“The goal is to give customers the best support experience possible - fast answers, high resolution rates, and the confidence that we are there when they need us.”
Building a foundation for the future of customer support
Support teams often spend a lot of time answering questions that are already documented. These questions matter, but they don’t always need a specialist.
By helping users access the right information faster, SIA gives customers a smoother experience while freeing our product experts to take customer support to the next level.
For example, in the future this could mean more time for proactive support. More time for health checks. More time to spot trends. More time to help retailers improve how they work with Sitoo, not just fix issues when they appear.
In other words, SIA is not only about faster answers, it’s about creating the foundation for world-class customer support.
SIA in action: Gina Tricot
So what does this look like in action and what impact is SIA already having?
Evelina Ventela, product owner at Swedish fashion retailer, Gina Tricot, explains: “As a product owner, my closest colleagues and I primarily use SIA in connection with support related to new development and to handle store-related issues in production.
“We’ve worked with Sitoo for over five years and previously handled support via phone, email, SMS, and web forms. With SIA easily accessible directly in the POS and in Sitoo Back Office across all environments, we no longer need to open a browser, search for URLs, or guide colleagues on how to find the form. This significantly simplifies and streamlines our communication channels.
“When SIA can answer our questions directly, we experience clear time savings. The biggest bottleneck then becomes the human response time when a case requires further handling. In other words, SIA saves a lot of time by quickly providing the answers we need to move forward without unnecessary delays.
“What’s more, SIA is good at quickly identifying when a case needs to be escalated to a human colleague. This quick handover gives us direct contact with the right person via chat, which leads to faster dialogue and a higher chance of a quick resolution compared to email.
“SIA creates clear added value by making support and problem-solving faster, more accessible, and more user-friendly. I believe it is one of the most accurate AI support tools I have interacted with in my work so far.”
The bigger vision
The exciting thing is there’s much more to come.
Today, SIA helps customers access knowledge faster and makes support easier to use. Over time, the opportunity is to make SIA even more tailored to each retailer.
That could mean connecting SIA to customer-specific knowledge, such as internal routines, store processes, policies, training material, or operational guidance. In that future, store teams could ask questions directly in their flow of work and get answers without leaving the Sitoo environment.
For retailers, this opens up a powerful idea: the POS as a central point of interaction. Not just for transactions, but for the knowledge, workflows, and support store teams need to do their best work.
Great support isn’t just about speed. It is about knowing when to answer, when to guide, and when to bring in the right person.
With SIA, that balance is already creating real value, real change, and real impact.
Last updated: maj 25, 2026
