About

Humac is a leading Apple Premium Reseller in Denmark, known for delivering some of the highest-quality sales guidance in the physical retail space. In-store, customers receive hands-on advice, deep product knowledge, and tailored recommendations for high-consideration purchases such as Macs, iPhones, accessories, and services.

The Challenge

While Humac’s physical stores excel at consultative sales, many of those same advisory interactions were not happening online.

Customers browsing digitally often had: 

• Product comparison or compatibility questions

• Technical questions related to services offered

• Need of reassurance in the moment of purchase

While putting high quality service available for the digital shoppers also, Humac experienced limited questions being routed to email or phone support.

The Approach 

Rather than attempting to replicate store conversations through traditional support channels, Dialog Intelligens worked with Humac to implement an AI Shopping Assistant designed to engage customers proactively during the buying journey.

Key principles of the approach included:

• Making expert guidance available instantly, proactively, and at scale

• Preserving Humac’s service quality by defining clear boundaries for automation

To ensure parity with in-store service levels, the AI was explicitly prompted to:

• Automatically offer human assistance if it detects dissatisfaction

• Escalate conversations when customers ask questions outside the available knowledge base 

This ensured that AI acted as an extension of Humac’s sales philosophy - not a replacement for it that could compromise the service promise.

Results

After going live, Humac saw a significant shift in customer engagement patterns:

• 300% more customer conversations in the AI Shopping Assistant compared to those previously directed to email and phone

• Clear evidence that customers had been missing access to low-touch guidance during the critical purchase phase

• Increased engagement without compromising service quality, thanks to seamless human handover when needed

Takeaway

This case highlights that the absence of questions does not mean the absence of need. By making guidance visible and accessible during the buying journey, Humac uncovered significant latent demand for advice that previously went unexpressed through traditional support channels.