AT&T Support
Meet Atti—AT&T's AI-powered, data-driven support system designed to connect with customers in meaningful, personal ways. In a landscape where $62B is lost annually to poor customer service and 66% of consumers will switch brands if treated like a number, the opportunity was clear: reimagine support not as a reactive function, but as an ongoing, intelligent partnership.
AT&T intelligence, “Atti,” uses AI machine learning to provide consistent, proactive assistance across every stage of the customer lifecycle—from shopping and onboarding to everyday use, troubleshooting, and entertainment discovery. Built on a channel-agnostic foundation, it integrates into the apps and surfaces customers already use, delivering the right help at the right moment without friction or interruption.
The future of support is an invisible system—personal, predictive, and proactive. In a world redefined by one-click buying and on-demand everything, good experiences disappear into the background, and bad ones send customers to competitors. Atti was designed to be a seamless, always-on intelligence layer that builds brand loyalty across every touchpoint, every interaction, every time.
Project details
Type: Conversational AI, Product Design
Client: AT&T, DirecTV
Role: Director Strategy and Product Design
Always With You
Atti lives where customers already are—across att.com, in-store displays, voice assistants, and integrated into the everyday apps they already use. Rather than forcing customers into a dedicated support channel, Atti integrates seamlessly into familiar surfaces, delivering proactive, channel-agnostic assistance at every stage of the customer journey. Whether paying a bill, comparing phones, discovering what to watch, or unlocking an upgrade, Atti shows up consistently and intelligently—with the right help, at the right moment, in the right place.
Everyday Use
Leveraging customer behavior and trending data, Atti proactively guides everyday AT&T product experiences—such as curating entertainment content, finding new shows, flagging tonight's game, and building watchlists across mobile and TV. Rather than waiting to be asked, Atti anticipates what customers want next, making every interaction feel effortless, intuitive, and uniquely theirs.
Personal Shopper
Atti acts as an always-on personal shopper—learning preferences through data and conversation to guide customers from exploration to purchase with confidence. Whether comparing devices side-by-side, filtering by what matters most, or discovering the right product through natural dialogue, Atti makes the path to purchase feel less like a transaction and more like a trusted recommendation from someone who knows you.
Onboarding and Product Setup
Atti transforms the critical first moments of a new customer relationship into a warm, guided welcome. From scheduling installation to walking through setup and answering common questions before they're even asked, Atti ensures customers feel confident and supported from day one. And when issues arise, Atti proactively identifies problems and resolves them through natural conversation—making troubleshooting an effortless self-serve experience. In an industry where poor customer service costs US companies an estimated $62B annually, intelligent onboarding and proactive support aren't just good experience—they're good business.
Account Management
Atti makes managing your account as effortless as sending a message. From bill reminders and payments to upgrade alerts, usage tracking, and service changes, Atti handles the everyday moments of account management through natural, conversational interactions—no menus to navigate, no hold times to endure. With 1 in 2 consumers expecting the future of commerce to be app-integrated and conversational, Atti delivers exactly that: proactive, personalized account management that meets customers where they already are.
On-The-Go
Atti travels with you. Whether you're commuting, at the airport, or catching the game at a bar, Atti delivers timely, context-aware moments that feel less like notifications and more like a helpful nudge from someone who knows your world. Record tonight's episode before you miss it, pick a movie for your flight, or activate NFL Sunday Ticket the moment you walk into a sports bar—Atti reads the moment and acts on it, keeping customers connected, entertained, and always one step ahead.
