Customer portals have undergone a massive transformation in recent years. What used to be enough as a simple website with an overview of invoices is no longer sufficient today. Customers now expect a personalised environment that actively helps them solve their needs.

According to Tomáš Čupr, CEO of Rohlik Group, AI now handles 80% of written customer support queries at the company. Most customers don’t even realise they are communicating with a machine, not a human. (source: Vojta Žižka podcast from July 7, 2025, YouTube)

AI is changing the rules of the game. Companies that can integrate AI into their digital services gain a significant competitive advantage. Not only do they reduce support costs, but they also increase customer satisfaction and open up new business opportunities.

According to a 2024 study by McKinsey & Company, companies using AI in customer service achieve 35% higher customer retention and 25% faster request resolution. And that’s just the beginning.

The current state of customer portals

Most companies still operate “traditional” portals that function as static information systems. Customers must search for information through complex menus, complete lengthy forms, and wait for support responses.

Now is the ideal time to join companies that are leveraging AI in customer support and gaining a competitive edge. Their customers receive personalised responses immediately, problems are often solved before they arise, and the entire process is simpler, faster, and cheaper.

How AI is changing the way we work with customer portals

The difference between a traditional web portal and an AI solution is like the difference between a paper map and GPS navigation. While classic self-care portals only display information, AI portals actively guide users to their destination.

Modern AI solutions can predict what customers need. If they can’t solve something themselves, an intelligent assistant will advise them in natural language.

Six main benefits of AI in customer portals

1. Better customer experience, greater loyalty

AI can tailor content to user behaviour and offer relevant information at the right time. Such a portal can significantly simplify the customer’s life. This is a significant benefit leading to higher satisfaction and retention.

2. More efficient support without unnecessary queries

Intelligent chatbots, contextual help, and predictive responses can automatically resolve tens of per cent of common queries. Human support can then focus on things with added value. AI can automatically resolve up to 80% of simple queries without requiring human intervention.

3. Faster processes and closing deals

AI can speed up and simplify processes that used to take tens of minutes or even days. Automatic forms, pre-filled data, and smart logic based on the user. The result is higher conversion rates and less customer frustration.

4. Prevent problems before they arise

Thanks to data analysis, AI can alert you to potential issues before they arise. Whether it’s an unpaid invoice, a deviation in consumption, or repeated queries. A timely response prevents complaints and dissatisfaction.

5. Greater business benefits through smart offers

The portal can automatically offer additional services that may interest the customer. Not through aggressive sales, but based on their behaviour and context. This increases the average value per customer by 15-25%.

6. Lower costs and fast return on investment

AI solutions can automatically handle up to 80% of simple customer queries. This significantly reduces support costs while delivering savings in back-office processes through automation.

ROI in numbers: Well-implemented AI solutions typically pay for themselves within 6-12 months through savings in support and process automation.

Which AI technologies are worth investing in (examples)

Chatbots with natural language understanding

Modern conversational AI can understand the context of a query and provide a relevant response. Integration with CRM systems allows access to customer history and personalised advice.

Predictive recommendations

Algorithms analyse user behaviour and offer products or services at the right time—for example, notifications of approaching contract expiry with an offer to renew on favourable terms.

Automatic document processing

OCR technology combined with AI can automatically process scanned documents, extract data, and pre-fill forms.

Technical implementation is easier than you think

You don’t have to worry about complex technical solutions. Modern AI tools can be integrated gradually and securely.

Secure connection to your systems

Standardised protocols (such as MCP) give AI assistants controlled access to your systems while maintaining security. The API interface ensures connectivity without requiring interference with existing systems.

Gradual rollout minimises risks

Testing begins with a select group of users, reducing potential risks and allowing for gradual fine-tuning.

Measurable results from day one

Clear metrics such as response time, answer accuracy, and user satisfaction provide data on the success of the deployment.

How to do it? A practical three-step process

You don’t have to redesign the entire portal at once. We recommend proceeding step by step, with maximum effect and minimum risk:

1. Audit of the current portal and user needs

Find out what already works well and where the most significant opportunities for AI lie. User research, data analysis, and feedback from support will help.

2. Design and development of an AI module with quick benefits

For example, smart help, predictive recommendations, or a self-service chatbot. The goal is to see a real impact on customers and operations as soon as possible.

3. Integration and scaling

The AI module is connected to your system and verified in operation. If it proves successful, further development will follow, including new features, personalisation, and automation.

Each project is tailored to a specific goal: reducing support workload, increasing conversion rates, or improving customer loyalty. We always emphasise security, scalability, and return on investment.

Do you have questions about integrating AI into your portal? We will be happy to discuss the technical possibilities with you, show you specific use cases, and prepare a solution tailored to your systems and goals. Contact us.

FAQ

What is an AI customer portal?

It is a digital self-service solution that uses AI to personalise content, predict user needs, and automate support and offers.

How is it different from a regular portal?

Traditional portals are static and only respond to requests. An AI portal is proactive, adaptive, and helps companies better serve and sell to their customers.

Is AI deployment complicated and expensive?

It depends on the scope. Most AI features can be deployed modularly, even without replacing the entire portal.

How quickly will the investment yield a return?

In practice, a well-designed AI solution pays for itself within 6 to 12 months.

What about GDPR and security?

All AI components can be designed to meet legislative requirements.

Can we add AI to our existing portal?

In most cases, AI features can be integrated into an existing solution via API without the need for a complete overhaul.