Overview
Fold sells Pilates equipment priced around £2,000 in more than 25 countries and gets over 100 inquiries a day. Most come from buyers still deciding, and a slow answer meant a lost sale.
They'd already tried AI: they built their own in-house. Answers lacked context and didn't sound like Fold, and with nobody operating it, it never worked well enough to run.
Now we set it up and run it for them. In under five weeks, AI was sending 100% of their initial responses.
The Challenge
"What we were left with actually created more issues for ourselves."
Fold was receiving over 100 inquiries a day from customers across different countries, each at a different stage of the buying journey.
These weren't simple support tickets. Most conversations were part of the sales process—customers asking detailed questions before committing to a high-ticket purchase.
At the same time, response delays were costing them opportunities. If a customer didn't get a fast and helpful answer, they would often move on.
The team initially tried implementing AI internally, but the experience fell short.
Responses lacked context, consistency, and brand alignment—making it unusable as a real revenue-driving tool.
The Solution
"You weren't just recreating what we had—you were optimizing the whole journey."
Fold implemented an AI agent designed not just to answer questions—but to support the full customer journey from first touch to purchase.
Instead of replicating existing workflows, the system was built around how customers actually make buying decisions.
The AI handles every first interaction instantly, qualifies the customer's intent, provides detailed answers, and guides them toward the next step—whether that's purchasing or speaking to a human.
Impact
"100% of our initial responses were being delivered by AI within under five weeks."
Fold quickly moved to a model where every customer inquiry is answered instantly, regardless of time zone or volume.
This had a direct impact on the business. Faster responses meant fewer lost opportunities, better engagement, and improved customer confidence during the buying process.
As the company scaled, they were able to maintain—and even improve—the quality of their customer experience without increasing headcount.
Conclusion
"This has been the catalyst for improving our entire business."
For Fold, customer service is no longer just a support function—it's a core part of the revenue engine.
Every conversation is now an opportunity to guide, convert, and build trust—at scale.
Questions about Fold's results
Can an AI agent handle pre-sale questions for high-ticket products?
Fold uses one for Pilates equipment priced around £2,000. The agent answers detailed product questions instantly, qualifies the customer's intent, and guides them toward a purchase or to a human for high-value conversations.
How long did it take Fold to move first responses to AI?
Under five weeks. In Fold's words: "100% of our initial responses were being delivered by AI within under five weeks."
Did the AI agent replace Fold's team?
No. The agent handles volume and repetitive pre-sale questions, and Fold's team focuses on the high-value interactions that directly affect revenue.