Handled 16M+ chat interactions, with over half resolved by AI
Achieved 95%+ customer intent understanding
Powered over 5M interactions using voice virtual assistant
81% of customers rated their support interaction as effortless
Bell Canada uses Gemini Enterprise for CX and BigQuery to transform telecom support with speed and personalization.
Bell Canada uses Gemini Enterprise for CX and BigQuery to transform telecom support with speed and personalization.
Replacing telecom friction with intelligent speed
The telecommunications industry has long been associated with high-friction customer support. Consumers are tired of the traditional support loop: "Press 1 for this, press 7 for that," navigating endless phone trees or dealing with linear chatbots that repeatedly respond with, “Sorry, I don’t understand.” Bell Canada, the country's largest telecommunications and media company, recognized that this traditional, rules-based automation was no longer working.
We want resolution density. We want to replace friction with speed.
Hadeer Hassaan
Chief Information and Customer Experience Officer, Bell Canada
That’s why Bell decided to completely overhaul the customer support experience. Whether they need to check account information, pay a bill, quickly complete a transaction, or connect with a specialized human agent who has the right skills to support them, the company wanted to make it effortless for customers to do business with Bell.
"We wanted to replace basic automation with intelligent, contextual, and agentic experiences," says Hadeer Hassaan, chief information and customer experience officer at Bell. This meant finding a partner that could go beyond basic deflection to deliver true resolution density.
Bell Canada sought a solution that could identify human intent and navigate a customer's journey from end to end without friction. By focusing AI investments heavily on customer experience, the telecommunications leader aimed to unlock real value in every transaction and eliminate the frustrating friction of classic interactive voice response (IVR) phone systems and guided bots.
Powering autonomous virtual assistants with Gemini Enterprise for Customer Experience
To redesign its support processes and achieve its goal of resolution density, Bell partnered with Google Cloud to deploy virtual assistants powered by Gemini Enterprise for Customer Experience. This shifted the company from rigid decision trees to highly contextual, autonomous AI agents that resolve complex customer inquiries correctly the first time.
To ensure accurate, hyper-personalized experiences, Bell uses BigQuery and advanced data analytics to build a robust data foundation. This enables the company to activate deep, contextual insights that improve customer experiences across touchpoints.
By powering our next-gen virtual assistants with Gemini Enterprise for CX, we’ve seamlessly handled over 16 million chats—resolving more than half autonomously—and managed over 5 million voice interactions with the speed our customers deserve.
Hadeer Hassaan
Chief Information and Customer Experience Officer, Bell Canada
"Data is critical for achieving truly autonomous and reliable outcomes," Hassaan says. "It's really about breaking down the silos, and being able to activate this data in every interaction to add value to our customers."
With rich customer context, these autonomous AI agents are already delivering massive scale and quality improvements across Bell’s support channels. Since launching its virtual assistant, the company has successfully handled over 16 million customer interactions, with more than half of those inquiries resolved entirely by the AI agent without any human intervention required. Similarly, the voice virtual assistant that launched in the second half of 2025 has successfully managed over 5 million interactions.
Beyond just handling millions of interactions, these new AI agents understand the nuances of what customers are asking. The virtual assistants have achieved over 95% understanding of customer intent. This high level of comprehension ensures customers get the exact support they need through their channel of choice, fast. Most importantly, post-transaction surveys show that over 81% of respondents agreed their experience was easy.
Empowering humans on both sides of the call
Alongside its customer-facing innovations, Bell is also looking inward to redefine its operational future, using Gemini Enterprise Agent Platform to enhance proficiency across its workforce. By giving employees the AI tools they need to work faster and smarter, they use Agent Assist to eliminate the frustrating "swivel chairing" that happens when human agents are forced to juggle multiple disconnected systems. Instead, employees can focus on resolving high-value, complex tasks and building relationships with customers.
By making life easier for both the customer and the agent, Bell Canada is building a stronger, more adaptable business. When AI handles the busywork, Bell's teams are free to focus on the 'big rocks,' like launching new services faster and keeping the network running smoothly for the customers who depend on it.
With Google Cloud, Bell Canada is creating a new way to redesign the telecom experience, putting the customer first, and ensuring every interaction adds value. This implementation and partnership is more than a technology upgrade. It is a fundamental change in how we design and deliver support.
Hadeer Hassaan
Chief Information and Customer Experience Officer, Bell Canada
Bell Canada is Canada's largest communications company, leading the way in fibre Internet, 5G wireless, enterprise solutions and digital media.
Industry: Telecommunications
Location: Canada
Products: Gemini Enterprise for Customer Experience, BigQuery, Gemini Enterprise Agent Platform
