Businesses that thrive aren’t just the ones that answer calls quickly—they’re the ones that reimagine how they serve customers. At GoTo, we believe the future of customer experience lies in the hands of a Digital Workforce—AI-powered tools that work alongside your people to create faster, more consistent, and more personalized interactions. And that future isn’t five years away. It’s already here.
In a recent GoTo webinar, our product and AI leaders explored how practical, affordable AI solutions are transforming the way small and midsize businesses (SMBs) operate. Here’s what you need to know.
From Call Centers to Conversation Orchestration
The legacy view of customer support has long been rooted in efficiency metrics: average handle time, call deflection, time to resolution. While these still matter, they're no longer the full story. The most forward-thinking companies are flipping the script—using AI not just to reduce costs, but to enhance customer engagement.
Instead of suppressing calls to cut expenses, GoTo’s Digital Workforce tools allow you to embrace more conversations—because with the right automation, every call, chat, or message becomes an opportunity to deepen loyalty or speed resolution.
What Is a Digital Workforce?
At GoTo, we define the Digital Workforce as a combination of human agents and AI “employees”—like AI Receptionists and AI Schedulers—that operate across channels to create seamless customer interactions.
These AI employees:
- Handle routine, repetitive tasks (like scheduling, FAQs, warranty checks)
- Deliver natural, human-like dialogue through advanced language models
- Integrate directly with your back-end tools to take action—not just chat
- Work 24/7, with zero wait time
The result? Your team spends less time fielding basic questions and more time solving complex issues, selling, or building relationships.
Why AI Works Now (When It Didn’t Before)
Let’s be honest: AI has been “coming soon” for years. But the new wave of generative AI—like the large language models powering GoTo’s solutions—has finally made automation practical for SMBs. You no longer need a huge budget or a team of engineers to deliver personalized service.
GoTo’s tools are designed for real deployment—not just experimentation. That means:
- Easy setup (just a few clicks)
- Pre-built templates for common business tasks
- AI that connects with your data and systems
- Transparent reporting and conversation scoring
This isn’t AI for show. It’s AI that works.
Why One Platform Matters
Many SMBs struggle with disconnected systems. Their phone, messaging, CRM, and analytics tools don’t talk to each other, which leads to poor handoffs, lost context, and bad customer experiences.
GoTo solves this by offering a unified platform with:
- One AI engine powering voice, chat, and digital tools
- One analytics layer for tracking interactions and performance
- One data source to drive smart automation
- This “single pane of glass” approach helps businesses operate with the sophistication of a large enterprise—without the cost or complexity.
What’s Next: AI Quality, AI-to-AI Communication, and Sentiment Scoring
We’re moving beyond basic chatbots. GoTo is already helping businesses:
- Monitor and score every AI and human interaction
- Use AI to coach agents based on real conversations
- Detect sentiment in real time to flag issues before they escalate
- Automate workflows between AI tools (for example, from a receptionist bot to a scheduling bot)
These aren’t far-future ideas. They’re being rolled out right now to GoTo customers across industries—from automotive to healthcare to professional services.
Security, Trust, and Governance Still Matter
With great AI comes great responsibility. In our webinar, we highlighted a key finding: 54% of employees admit using AI for tasks they probably shouldn’t, and 77% feel no remorse about it. That means it’s not enough to deploy AI—you also need tools for visibility, control, and compliance.
GoTo is committed to enterprise-grade security, data loss prevention, and admin controls that ensure your AI tools stay aligned with your business standards and values.
Where to Start: Practical Tips for SMBs
You don’t need to boil the ocean to get started with AI. In fact, we recommend starting with a single, high-volume, repetitive customer interaction. Common wins include:
- Booking service appointments
- Answering “Where are you located?” or “What are your hours?”
- Routing calls based on intent
- Following up after a sale or support case
Once you’ve seen value there, you can expand—adding sentiment analysis, deeper integrations, or multi-channel orchestration.
Bottom Line: Customers Don’t Care if It’s a Bot—They Care if It’s Easy
The best AI is invisible. It doesn’t say, “I’m a robot.” It just helps your customers get what they need—fast, friendly, and friction-free. At GoTo, we believe the winners in the age of AI will be the businesses that ask:
“How do my customers want to be served?”
And then deliver that experience—automatically.
