Dive Brief:
- Williams-Sonoma is using AI to help shoppers through the customer journey, guiding them through product discovery and educating them on interior design, executives said on a Q4 2025 earnings call Wednesday.
- The retailer’s AI investments are already driving success, according to President and CEO Laura Alber. The technology helped Williams-Sonoma improve personalization and product discovery on its e-commerce site, leading to improved relevance, monetization and engagement across its brands.
- AI is improving the rate of orders that arrive on time and damage free as well, Alber said. The technology helped Williams-Sonoma make “industry-leading progress” on its supply chain, delivery and customer service metrics.
Dive Insight:
Williams-Sonoma is just embarking on its journey to improve its customer experience and service through AI, according to executives.
“What's really exciting about what we're seeing with the evolution of AI and how customers are using it, how they're engaging with it, is that it really starts to play to our strengths as a business,” Chief Technology and Digital Officer Sameer Hassan said. “AI works well when you have category authority. AI works well when you have expertise.”
Williams-Sonoma will tap into its expertise to deliver value on its site and for customers using third-party platforms, according to Hassan. One example is Olive, an AI assistant the company launched last fall.
“Hopefully you've seen what we've launched with Olive on the Williams Sonoma site as a culinary authority to help customers with real problems and connect the dots between inspiration, between guidance and ultimately between and ultimately towards shopping,” Hassan said.
Williams-Sonoma is working on improving its in-store experience as well. More than half of the company’s retail sales involve a design appointment, according to CFO Jeff Howie. The service helped drive 6.4% year over year comparable sales growth in fiscal 2025.
Williams-Sonoma has plans to introduce AI in its stores as well by equipping associates with tools that can elevate the retailer’s free interior design services, according to Alber.
Investments made in AI agents are expected to further reduce call center escalation and accommodations in the future, according to Alber. The company will continue to lean into the technology to find savings across CX and other functions.
“We will stay disciplined and controlling of variable costs, including employment and ad spend, and we will drive AI-enabled efficiencies, including savings in engineering costs, care center payroll and creative costs,” Alber said.
The launch of in-home design services and the implementation of AI-powered customer service were overseen by Vicki McWilliams, who was promoted to president of stores and customer care on Tuesday.
Williams-Sonoma’s AI investments led to an overall solid quarter for the company. Comparable sales rose 3.2% year over year, according to an earnings release. Comparable revenue was up at all banners except Pottery Barn, where it fell 2.3% year over year.
