Example · Bibel TV · Viewer services
An AI assistant the team uses by choice.
Bibel TV’s viewer services team answers letters, emails and messages, many of them deeply personal. I introduced an AI assistant that drafts replies in the house voice. A person checks and sends every single one.
- Process
- Replies to viewer mail
- Rollout
- Voluntary: a trial week, then one-to-one sessions
- Result
- Complex letters in minutes instead of hours
01The starting point
Bibel TV is a Christian broadcaster moving from linear television to apps and streaming. Its viewer services team answers what viewers write. A large share still arrives by post.
Some letters raise several concerns at once. Every reply should sound like the house and follow the wording of the service handbook. Starting from a blank page takes time. And the tone depends on who is writing: temporary staff take a long time to find it.
- A letter arrivesby post, email or message
- PersonA person reads itand decides whether the assistant helps
- AIThe assistant draftsfollowing the service handbook, in the house voice
- PersonA person checksand adapts the draft
- PersonA person sendsevery single reply
02What I did
- 1
Agreed the goal with the head of the department
Writing should get easier, not deciding. What a reply says remains a person’s responsibility.
- 2
Looked at the process as it really runs
Most mail arrives on paper. So the assistant is deliberately connected to nothing: a person reads the letter, decides whether to use the assistant and enters the content themselves.
- 3
Made the handbook the standard
The assistant works with the wording, formatting and standard phrases of the service handbook. When the handbook changes, the drafts change. No training and no custom development were needed.
- 4
Built in clear limits
No medical, legal or financial advice, no political or denominational judgements. If the input is not a viewer enquiry at all, the assistant writes no reply and asks instead.
- 5
Introduced it on a voluntary basis
The team lead encouraged, never mandated. One week to try it, then one-to-one sessions on people’s own cases.
Hand over the blank page. Not the decision.
The principle behind the assistant
03 What changed
Minutes, not hours
for replies to complex letters covering several topics
- Temporary staff write in the house voice from their first day.
- Colleagues who were sceptical at first came back on their own after trying the assistant on their hardest letter.
- Every reply is still read, adapted and sent by a person.
These are observations from the team, not a per-letter time measurement.
Before and after
Before
- Every reply from a blank page
- The tone depends on who writes
- Temporary staff take long to find it
- Complex letters: hours
Today
- Drafts follow the handbook’s wording
- Temporary staff write in the house voice from day one
- Complex letters: minutes
- Every reply still checked by a person
04What this means for your company
Wherever your team writes many similar but never identical texts, you can hand the draft to AI without handing over the decision. What makes it work is not the tool but the rollout: a clear standard, clear limits and time to try it on real work.
- Replies to complaints
- Questions about orders and deliveries
- Cover letters for quotes
- Customer service replies
What it is not
- Not a custom AI model, but an existing platform with good context.
- Not an autopilot: nothing is sent without a person.
- No connection to the inbox, no automatic reading.
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