What lessons do you learn from spending over a decade with the same company? Naomi Rankin started on the LUSH shop floor before moving into customer care, where she has spent the last decade shaping standout service experiences. From answering phones to becoming training manager, and eventually leading the team, Naomi brings deep frontline knowledge to her leadership.

In this conversation, she shares how Lush is integrating AI thoughtfully—without compromising the human connection that defines the brand’s customer experience.


This interview has been edited for clarity.

Gabe Larsen: Let’s dive into this topic. A lot of people are eager to learn more about AI, and I know you have started to play around with it. One of the things you have talked about before is getting agents involved early in the AI implementation process. Why was that important, and how did it shape some of what you have seen?

Naomi Rankin: Lush, if you are familiar with it, is a traditional brick-and-mortar company. You can smell our shops from a mile away, and we are known for really personal customer service. We say hello to everyone who walks in, and we want to recreate that same experience online.

We used to do that by phone and even responded to handwritten letters. We always took time with each interaction, and we do not time our agents or rush through tickets. The goal is to make customers happy.

So, when we started thinking about AI, there was natural concern. Everyone has seen iRobot or Black Mirror, and people picture a future like WALL-E. Our team and our customers were worried that this would change who we are.

That is why we made sure to involve our agents from the start. We allowed them to voice their concerns and ask questions. We started with very simple AI-powered self-service tools, handling the repetitive stuff—those macro responses you send 40 or 50 times a day. Let the AI handle that, and free up time for meaningful conversations.

We introduced it in a way that clearly showed it was a tool to make their work easier, not a replacement.

Gabe: I love that. I think there is often a false sense that AI is in conflict with human agents, but when you bring the team in early, it helps them see how it can support their work. How do you balance customer expectations for speed with the demand for deeply personal service?

Naomi: At Lush, we are lucky to know a lot of our customers really well. No customer is the same. Some people hate picking up the phone and would rather self-serve, while others crave human interaction.

We aim to be all things to everyone. That means offering enough self-serve options for people who just want to check their order status or find a phone number—quick, no fuss.

Then we also have time for customers who want a longer consultation because they cannot visit a store but want to chat about a new product before buying. It is not about deflecting tickets. It is about giving each customer the journey they want.

Gabe: That is a great way to look at it. And is Marvin your AI bot?

Naomi: Yes. We are all a bit nerdy, and I am a big Hitchhiker's Guide to the Galaxy fan, so that is where the name comes from.

All our agents go by their first names, and our customers know them that way. We wanted the same transparency with Marvin. We never pretend he is human. His responses always make it clear that he is still learning and here to help.

If Marvin handles an intent and the customer replies with something he cannot address, they go straight into the queue for a human. There is no endless loop. And if our team notices Marvin is not getting it right, we want them to tell us so we can tweak things. You cannot just set him up and walk away. Marvin is a toddler—you have to keep an eye on him.

We started with English for the UK team during Black Friday, then rolled out to more UK intents, and now he is operating in about 10 languages.

Gabe: That is amazing. I love the visual—Marvin as a toddler. It sounds like you also set clear expectations with both the team and customers.

Naomi: Absolutely. Even before we launched Marvin, we started getting messages from customers worrying that we were going to fire our care team.

So we were very transparent. We told them exactly what Marvin would do, what he would not do, and that we would only expand his role once we were confident it was working. You have to find tools that align with your values, not just jump on a quick win. Otherwise, you risk damaging the experience and the trust you have built.

Gabe: Well said. How do you see this evolving? What is the future of customer care agents in an AI-powered world?

Naomi: There is no getting away from it. AI is moving forward fast. Developers are focused on it, and new tools are coming out all the time.

That said, I think this is a chance for agents to upskill. Twenty years ago, people were answering phones and opening letters. Now we cannot imagine life without mobile phones and email.

Customer service will always be needed. The goal is to use tools that reflect your values and serve your customers well. Most customers do not mind what tools you use—as long as you deliver the experience they expect.

Gabe: That is such an important point. So many people are feeling overwhelmed by AI, not sure what to adopt or when. Any advice you would leave the audience with?

Naomi: If you are the decision-maker or evaluating tools, involve the people on the front lines. They are the ones who will use these tools every day. A great sales pitch is not enough. If your team finds the tool clunky or unhelpful, that excitement will fade quickly.

Be willing to walk away from something if it is not working. There are plenty of vendors out there, and you do not have to buy everything at once. Start small, test something that works, and build from there.

 

 

Closing thoughts

Naomi Rankin’s approach to AI at Lush is a masterclass in thoughtful implementation, balancing innovation with empathy. By involving agents early, setting clear expectations, and rolling out tools gradually, her team has turned AI into a genuine support enhancer, not a replacement. AI should not be a disruption, but a collaboration. Empower your team, align with your values, and use AI to elevate—not erase—the human touch in customer experience.

Ready to take the next step in your brand’s customer experience with AI? Check out our guide on how to best leverage AI Agents so you can get ready to implement them for your brand.

Chat with our team to see what Kustomer’s comprehensive AI-powered CRM and customer support tool can do for you.