Neocom's AI-powered shopping assistants became Miele's digital sales force, combining conversational interfaces with deep product expertise. Unlike generic chatbots, these assistants were trained on Miele's complete knowledge base - product manuals, technical specifications, installation guides, and decades of customer service insights - creating virtual consultants that could match in-store expertise.

The system works through proactive conversation flows, asking the right questions at the right moments: "How large is your household?" leads to capacity recommendations, while "Do you have space constraints?" filters for stackable options. Customers can break out of structured paths anytime to ask specific questions like "What's the difference between steam and regular wash cycles?"

Implementation scaled rapidly across 29 countries and 22 languages, with over 350 specialized assistants covering every product category from washing machines to vacuum cleaners. The mobile-first approach proved crucial, as 80% of interactions happen on smartphones where traditional filtering becomes nearly impossible.

Early results validated the approach: revenue from Product Adviser interactions jumped from 7.2% to 9% of total online sales within a year, while users consistently showed double the conversion rates and average order values compared to traditional browsing. The assistants didn't just improve metrics - they restored the personal consultation experience that makes premium appliance purchases confident decisions.