How IKEA turned a 13 million chatbot into a 1,300 million business

In 2021, Ingka Group (the main operator of IKEA stores, with approximately 90% of global sales), launched a chatbot called Billie. The objective was typical of a conversational assistant: respond to routine customer queries, such as product availability, delivery times or order status. In this way, it freed the telephone answering teams from repetitive work.