HBX Group applies agentic AI to its customer service with Ayesa Digital and Google Cloud

The intelligent voice channel already manages 18% of calls received, and requests are automatically classified by category and sentiment.

Upcoming capabilities will include complex reservation modifications managed by AI and automatic confirmation issuance.

HBX Group (HBX.SM), the leading independent B2B travel technology marketplace, is now offering a more agile and personalized omnichannel customer service thanks to the implementation of artificial intelligence in partnership with Ayesa Digital. The next phase is to integrate fully agentic AI that reasons, plans, and executes tasks autonomously.

HBX Group connects over 60,000 travel distributors with suppliers in 190 countries and manages more than 127,000 customer requests each month, including nearly 50,000 phone calls and 60,000 emails in multiple languages. This volume represented a significant operational challenge and necessitated an evolution of the traditional customer service model.

With the help of Ayesa Digital, the company has completely modernized its customer service ecosystem, integrating advanced automation capabilities, natural language understanding, and omnichannel management integrated across chat, email, helpdesk, and telephone.

Transformation Results

Ayesa Digital has developed a proprietary artificial intelligence platform for HBX Group that is evolving at an unprecedented pace. Integrating the latest advancements in conversational and agentic AI, the solution has transitioned from an initial architecture based on static Dialogflow CX flows to a dynamic ecosystem of AI agents built with ADK and Google Cloud’s Customer Experience Agent Studio.

To enhance its interoperability, the platform incorporates advanced orchestration capabilities via the A2A protocol, facilitating the integration of agents developed in other technologies, such as Agentforce. Simultaneously, the deployment of MCP servers guarantees these agents structured and secure access to HBX Group’s internal systems. This technological leap allows the platform’s capabilities to be scaled with exceptional agility, ensuring control, security, and precision in the quality of responses.

Finally, for the voice channel, the incorporation of the latest Gemini models with native audio generation offers a fluid and natural conversational experience, practically indistinguishable from interacting with a human operator.

Key achievements include the following:

• The intelligent voice channel already manages 18% of customer service calls received.
• 32.5% of repetitive cases included in the scope, such as hotel confirmations or fee waivers, are resolved automatically.
• All requests are automatically classified by category and sentiment.
• The system offers 24/7 chat support in multiple languages through real-time bidirectional translation.
• Omnichannel integration connects chat, email, helpdesk, and voice into a unified experience.
• The new model allows artificial intelligence not only to answer questions but also to execute actions within corporate systems, reducing management times.

The goal is for 80% of support interactions to go through automated AI processes before the end of the year. Upcoming capabilities include complex reservation modifications managed entirely by AI, including access to booking platforms, data updates, and automatic confirmation issuance.

According to Xabier Godoy, Director of Customer Experience & Automation at HBX Group, “we are moving from conversational AI to autonomous AI. The system developed with Ayesa Digital leveraging Google Cloud is not limited to answering queries; it acts. It executes tasks in our internal management, creating a fluid and instantaneous experience for our customers. This is the foundation for a proactive future in customer service”.

With this project, HBX Group reinforces its commitment to innovation and operational excellence, while Ayesa Digital consolidates its position as a strategic partner in digital transformation and applied AI for large international organizations.

Google Cloud AI Live

This project will be presented on the 28th of May at ‘Google Cloud AI Live Madrid,’ Google Cloud’s reference event in Spain for experiencing how the path to a new era of AI is being built, in the presentation ‘Revolutionizing Omnichannel Customer Service with AI Agent Platforms and Gemini Live: The Case of HBX Group’.