Weeks after introducing artificial intelligence (AI) to enhance the customer experience on CBS Bahamas' redesigned website, Brent Burrows II, the company's senior manager of e-commerce, said the new feature has been "incredible" so far, adding that CBS is already exploring how it can make better use of AI internally.

"I think there is going to be a lot of progress in the way we use it internally, kind of behind the scenes to help us with generating our reorders for product, helping us forecast, analyzing reports and digging into sales a little bit more," said Burrows during an appearance on Guardian Radio morning show, "Morning Blend" with host Dwight Strachan yesterday.

On the customer side, CBS has used AI to carry out live chats.

"We've replaced our live chat service on our website with AI," Burrows noted. "So, if you go on our website and you chat with us right now, you may not know it, but you're talking to AI and I guarantee you, it's pretty much indistinguishable from talking to a real person.

"So AI knows our catalog, it knows our pricing, it knows every link on the website. So, not only can it help you with the products and the information, but you can also go on there and say, 'Hey, my faucet is leaking, where do I start? What do I need?' And it'll walk you through step by step. It's incredible."

CBS' AI-powered virtual assistant is called #Buildbeautiful Bot and is a 24-hour help tool. Burrows said while #Buildbeautiful Bot has been impressive so far, it does get tripped up at times.

"Every once in a while it'll give a hiccup," he said. "Right now it's at a very good point and its only getting better. It's a great solution for our type of retail, where customers are very much advice dependent."

CBS previously used a company in England to run its live chat, however, Burrows said that proved to be frustrating for customers at times.

"The response time and information was limited," Burrows said. "There was a lot of "let's get back to you, let us look this up and send an email'."

He said CBS has received positive feedback since it launched #Buildbeautiful Boy.

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