DFS has launched a new AI chatbot called Sofia.

The furniture retailer has integrated the technology into its existing platform in a bid to automate conversations and “deliver exceptional customer experiences”.

The chatbot includes dialogues, intent and a Q&A database, as well as ‘Where’s My Order’ requests, delivery status updates, and product information.

The technology was rolled out by cloud software firm CM.com.

“We’re always looking at how we can continue to deliver standout customer service and recognise the need to take a fresh approach to provide consumers with an agile, fast, and smooth online experience," said Kai Bentley, technology business partner at DFS.

Bentley continued: "The ability to make regular updates and improvements based on customer queries will ensure that we are continually enhancing the service we’re providing, supporting long-term business growth.”

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