HBX Group and Ayesa launch AI-powered voice channel to transform customer service

 

LONDON – HBX Group, a leading independent B2B travel technology marketplace, has announced the launch of an AI-powered voice channel, developed in partnership with global technology and engineering services provider Ayesa. The initiative completes the company’s omnichannel customer service integration, adding AI to chat, email, helpdesk and now telephone support.

The solution, built on Google Cloud’s Contact Center AI platform, is designed to modernise telephone-based customer support. It allows customers to explain their requests in natural language without navigating traditional menu options. The system can handle routine tasks such as booking reconfirmations automatically, with more than 30% of common requests now resolved without human intervention. When needed, calls are transferred directly to agents along with a full transcript, reducing repetition and improving efficiency.

“Our goal is to offer our customers a faster, more intuitive and modern experience, while simplifying management and reducing response times. This improves both team efficiency and customer satisfaction. This launch also marks an important step forward in embedding artificial intelligence into HBX Group’s processes, and demonstrates our commitment to constant innovation, where technology and the expertise of our teams always go hand in hand,” said Xabier Zabala, Chief Operations Officer at HBX Group.

“With this innovation, we are transforming the telephone support experience, setting ourselves apart from traditional systems and creating real value for those who rely on us.”

Developed under Ayesa’s new AI – Data & Digital Experience division, the project uses advanced components such as Dialogflow and Google Cloud’s Gemini generative AI models to ensure accurate transcription, background noise elimination, and natural conversational flow.

Victor Fernandez, Director of AI – Data & Digital Experience at Ayesa, states that “the launch of the voice channel for HBX Group is not just a technological milestone; it is the realisation of our vision of a truly unified and frictionless customer experience. This project demonstrates the ability of our new AI – Data & Digital Experience department to orchestrate complex technological ecosystems and deliver transformative business value.”

The solution aligns with two key objectives: modernising the customer experience by providing a faster and less frustrating service, and increasing operational efficiency by automating high-volume, low-complexity requests.

The global rollout began in September 2025 and will continue in phases through November. Performance indicators such as accuracy, customer satisfaction, and containment rates will be closely monitored to refine the service during implementation.

With this launch, HBX Group positions itself ahead of traditional telephone support systems by introducing a fully conversational AI interface, setting a new standard for efficiency and customer satisfaction in the travel technology sector.

Tags: Victor Fernandez,  Ayesa, Xabier Zabala,  HBX Group