Virgin Media O2 launches 'Lumi AI' to boost customer service

Virgin Media has launched Lumi AI, a new tool designed to support customer service agents with real-time guidance during customer calls.

Trained on millions of past conversations, Lumi AI suggests clearer responses, product recommendations, and solutions tailored to individual customers.

The tool aims to improve service quality - especially for vulnerable customers - as part of the company's wider digital transformation.

Lumi AI

Virgin Media has launched a new AI tool called Lumi AI, designed to support customer care agents during live calls. The tool offers real-time suggestions to help agents respond more effectively and consistently to customer queries.

Lumi AI analyses ongoing conversations and draws on data from millions of past interactions to identify useful prompts. These can include suggesting when to share additional information, proposing resolutions that have worked in similar situations, or flagging when a customer might need extra support.

It can also recommend relevant products or services based on the individual needs of the caller. The tool is part of Virgin Media O2's broader efforts to improve service quality and reduce complaints, particularly in more complex or sensitive cases.

While Lumi AI is currently in a pilot phase, it will be rolled out more widely in the coming months, including to the specialist customer care team launched in March 2025 to handle complex cases.

Alan Stott, Virgin Media O2's Director of Customer Contact, said, "We know that when a customer needs to contact us - whether over the phone or online - they simply want to get through to us without long delays, they want to ensure we understand their issue and they want a satisfactory resolution as quickly as possible.

"Through investing in new digital tools and leveraging the expertise of partners, we are making real strides in improving the Virgin Media O2 customer experience. Far from replacing our human workforce, AI technology is helping to create a team of super-agents better equipped and more empowered to resolve customer issues first-time.

"With complaints falling, and call transfers and waiting times down as well, our transformation strategy is well under way and making good progress, but we can't afford to stand still. Technology is evolving more rapidly than ever before and we'll continue to work with our partners to explore new and innovative solutions that deliver a consistently exceptional, industry-leading customer experience."

Improving service

Alongside Lumi AI, Virgin Media says its broader use of AI tools has contributed to a more than 50% reduction in customer complaints over the past year.

According to Ofcom's latest data for Q4 2024, complaints about Virgin Media's broadband service have continued to decline since peaking in Q3 2023 at 32 complaints per 100,000 customers.

The earlier spike was largely linked to issues customers faced when trying to leave their contracts, but complaint levels have steadily fallen each quarter, reaching just 11 per 100,000 customers by the end of 2024.

Virgin Media also report first time resolution is up by 8% over the past six months, with 70% of complaints resolved within 24 hours.

Improving customer service has become a key focus across a competitive telecoms market, with Vodafone recently introducing its 'Just Ask Once' service promise and bringing 400 customer service roles back to the UK - a move that follows BT, which completed its transition to a fully UK-based support team in 2020.