Decidr has reported that recent updates to its autonomous customer engagement agent, Ava, led to a significant increase in Edible Beauty orders within a month.
According to the company, the March update introduced several changes to Ava's user interface, including the addition of a homepage video banner highlighting Ava's main benefits, a more prominent chat icon, and a redesigned initial interaction to help users better understand how to utilise Ava. These cosmetic updates aimed to make Ava more accessible and encourage users to use her features, which include building customised skincare routines, tracking orders, and answering product questions.
Following the updates, Edible Beauty observed a 243% surge in Ava-driven orders. The reported figures also included a 200% increase in attributed revenue over a seven-day window and a 300% rise in email capture, with Edible Beauty identifying email as its most valuable owned channel. The average order value among customers who interacted with Ava was 31% higher compared to those who did not use the tool. Additionally, there was a 39% session-to-order conversion rate, which the company noted is nearly nine times the site average.
Decidr confirmed that all changes made in March were cosmetic, with no modifications to Ava's underlying logic or artificial intelligence capabilities. The company believes the improvements demonstrate how user experience design can influence customer engagement outcomes without altering the core functionality.
David Brudenell, Executive Director of Decidr, commented, "Ava already had the capability. We just made her easier to find and clearer to use. That small shift delivered a 243% jump in orders by April. It's a perfect example of how agentic AI, when employed properly, delivers gamechanging results for businesses."
Ava was initially deployed in late 2024 and operates on Decidr's multi-agent platform, which allows the system to learn directly from customer interactions. Ava is capable of functioning autonomously across eCommerce, CRM and support platforms, providing a range of services for businesses and their customers.
Reflecting on the performance since Ava's deployment, Edible Beauty Chief Operating Officer, Natalie Defreitas, stated, "We've trialled chatbots and quizzes in the past, but Ava is completely different. It gives tailored, accurate skincare advice and converts. This goes far beyond a support tool or simple chatbot, Ava is now a critical driver of success in our business."
Decidr positions Ava as a tool that enables businesses to automate key elements of their operations, reducing reliance on human resources while maintaining the ability to provide personalised customer service. The latest results from Edible Beauty suggest that interface improvements alone can have a considerable effect on both engagement and commercial performance when combined with AI-driven solutions.
