Multilingual Support Automation

Klarna, the Stockholm-based fintech and payments company, provides the most extensively documented case of multilingual support automation at scale. In February 2024, the company launched an AI assistant powered by large language model technology across 23 markets, supporting more than 35 languages. According to OpenAI's published case study, the assistant handled two-thirds of all customer service chats in its first month, equaling 2.3 million conversations, and achieved customer satisfaction scores on par with human agents while reducing repeat inquiries by 25%. Klarna reported significant improvements in communication with immigrant and expatriate communities across all markets due to the language support capabilities. However, by 2025, CEO Sebastian Siemiatkowski acknowledged to Bloomberg that the cost-focused approach had resulted in lower quality for complex interactions, prompting the company to rehire human agents and adopt a hybrid model that pairs AI for routine multilingual queries with skilled human support for sensitive cases.

Jumia, the leading e-commerce marketplace operating across 11 African countries, implemented an AI-powered omnichannel platform to unify customer and seller support across 176 digital channels, including WhatsApp, TikTok, email, and live chat. According to a Sprinklr case study, the deployment consolidated more than 200 agents onto a single platform with multilingual capabilities spanning English, French, and Arabic. Between July and October 2023, first-response rates reached 94.46% within service-level agreements, the case resolution rate improved to 95.24%, and customer satisfaction scores rose by 76%. The company has announced plans to add real-time translation capabilities and conversational AI bots to further extend language coverage across its diverse African user base.