How AI Agents Help Businesses Better Serve Customers

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Fast food is the ultimate example of a streamlined customer experience. The industry took off when families wanted convenient, satisfying, and inexpensive meals. It's no surprise, then, that fast food companies are investing in AI agents —the latest and most powerful tool for not just serving customers efficiently, but also engaging them more meaningfully.

Wendy's, for example, has been developing its FreshAI™ system to transform the drive-thru experience, leveraging AI agents to enhance customer service. The system processes natural speech and fields menu customizations. No onions, extra pickles, or double burger? Just say the word (in your own words), and the AI agent takes care of it. Beyond streamlining service, AI agents can also personalize interactions, anticipate customer needs, and ultimately, build stronger brand relationships.

Today's forward-looking businesses, from restaurants and fashion retailers to SaaS companies and e-commerce giants, are jumping on the AI agent bandwagon. At my online form company, Jotform, we're also on the verge of releasing AI agents , with an eye toward better serving users. Here are some key ways that AI agents enhance customer engagement.

For businesses, customer engagement means building lasting relationships and ongoing interactions with a brand. In an ideal world, an engaged customer becomes a repeat client, follows the brand on social media, and shares their experiences with others, among other touchpoints. In short, engaged customers deliver more value over time.

AI agents are software systems that can handle customer-facing tasks completely autonomously. They can make decisions on their own, leveraging machine learning and natural language processing to analyze data, forecast outcomes, make decisions, and carry out actions. They can interact with customers and come up with solutions with zero human input.

Incorporating AI agents in your business's workflows isn't like replacing a cog in a machine. It's not just a way to keep the status quo while reducing your workforce. AI agents can enhance the customer experience on at least three dimensions: seamlessness, performance, and emotional connection—all keys to boosting engagement.