soho house: generative ai email automation
case studies highlights
Soho House is a global members’ club network delivering premium hospitality experiences across international locations. This project focused on diagnosing and fixing a stalled generative AI system to enable scalable automation of member communications.
the challenge
Soho House needed to stabilise a generative AI system designed to support member communications. The challenge was to move it from an unreliable prototype into a production-ready tool that could safely operate within a high-touch, premium service environment.
the solution
The solution focused on diagnosing the root causes of system instability and rebuilding the generative AI workflow for production use. This required custom development beyond out-of-the-box vendor capabilities to ensure reliability, brand-safe outputs, and alignment with real-world member communications.
The Result
Speed & efficiency gains
Email handling time reduced from 14 minutes to 2 minutes per interaction, significantly accelerating response workflows.
Scaled automation
Approximately 3,000 emails per week are now automated, covering around 80% of total email volume.
Maintained service quality
Automation was introduced without negatively impacting member experience or service satisfaction.
Shift in team focus
Teams were able to move away from routine queries and focus on higher-complexity member communications.
Improved personalisation
AI responses adapted to tone and sentiment, enabling more tailored and context-aware member interactions.
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Global Enterprise Cloud LeaderSenior Architect
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