IKEA Billie AI chatbot handles 57% of customer service, 8,500 workers reskilled into design consultants generating €1.3B revenue

IKEA's parent company Ingka Group deployed an AI chatbot named Billie across its customer service channels in late 2021. The chatbot handles high-volume, low-complexity interactions including order tracking, delivery updates, return policies, and basic product information. Within months, Billie was resolving 47% of all incoming customer questions without human involvement, rising to 57% by 2026. The chatbot saved an estimated 13 million euros across 3.2 million interactions between 2021 and 2023. Rather than laying off displaced workers, IKEA retrained all 8,500 call center employees as remote interior design consultants. The former phone reps learned 3D rendering software, video consultation techniques, and space planning methodology. They now sit on video calls with customers providing personalized room designs and shopping lists. The remote interior design service generated 1.3 billion euros in revenue (approximately $1.4 billion) in its first full year, representing 3.3% of Ingka Group's total revenue. This created a new revenue stream that paid for the reskilling investment within the first year. Ingka Group has set a target of growing this channel to 10% of total revenue by 2028, potentially reaching 4 billion euros. IKEA also plans to train 70,000 employees in AI literacy by end of 2026.