The AA picks boost.ai

Boost.ai partnered with The AA to launch an AI agent for customer support. The rollout began in July 2025 on The AA’s website and expanded to WhatsApp in August, reaching drivers. Early results showed accuracy above 90% and fewer calls escalated to human agents.

“Our initial foray into conversational AI demonstrated the real value of intelligent self-service for the millions of customers and members who choose The AA for breakdown, insurance and wider driving services. As we explored the potential of generative AI, it was critical to find a partner who understood our high bar for security, privacy, and customer protection. Boost.ai’s proven deployment experience, combined with its ability to demonstrate GenAI performance in a secure test environment, gave us the confidence to move forward. We’re delighted to have partnered with boost.ai to bring our AI powered chatbot into our digital channel offering. Our aim is to create truly exceptional digital convenience, whilst ensuring we have dedicated human care when our customers and members really need it. In a fast-moving world, it’s also very impressive we moved from contracts to live in under twenty days.” – Nick Edwards, Chief Digital Officer at The AA.