OLLY is a modern wellness brand known for its bright, approachable vitamins and benefit-based formulas that make daily self-care simple. Since launching in 2013, the company has grown steadily across retail and ecommerce, building a loyal and highly engaged community, with millions of views across Instagram and TikTok.

With easy-to-understand product lines like Sleep, Goodbye Stress, and Daily Energy, OLLY helps people build simple, feel-good habits that support everyday wellness. Today, the brand reaches millions of shoppers online and in major retailers across the country, and continues to expand as customers look for wellness solutions that are convenient, trustworthy, and enjoyable to use.

Challenge

A small CX team, rising ticket volume, and a strict regulatory environment where a wrong answer can be dangerous

OLLY is a wellness brand that customers rely on, and that reliance comes with responsibility.

With only two agents handling more than 2,000 monthly tickets, the CX team was stretched thin. The launch of the Personal Care line added new SKUs, new questions, and new complexity. Another big challenge, and one that is unique to wellness brands, was regulatory risk.

Wellness customers often ask questions that no brand can legally answer:

“My child has ADHD. Will this work for them?”
“I have anxiety and depression. Should I take this?”
“I’m on XYZ medication. Will this interact?”

Answering incorrectly could be medically harmful and legally disastrous.

As Senior Manager of Consumer Experience Jenniffer McCoy put it:

We always lead with safety. That’s why we focus on providing clear product information and direct customers to their healthcare provider for any medical symptom or condition questions.

OLLY needed:
• A safe, compliant AI that never gives medical guidance
• Accurate, consistent answers for order status, subscriptions, shipping, and products
• Support that cannot be manipulated or baited
• Automation that reduces repetitive workload
• A scalable solution that doesn’t require growing the team

Zendesk’s chatbot handled the basics, but OLLY needed a solution that could understand their catalog more deeply and respond with higher accuracy. Rep AI offered stronger context handling and more reliable answers, which made it the right choice as the brand continued to grow.

To protect customers and the brand, OLLY turned to Rep AI.

Solution

A regulatory-safe AI concierge that handles 95 percent of conversations and refuses to break the rules

Implementation was highly collaborative. Rep AI worked closely with OLLY's CX leaders through a careful, step-by-step onboarding.

The setup included:
• Strict medical-safety guardrails
• Automatic disclaimers that prevent the bot from giving medical or diagnostic advice
• Automated flows for order tracking, subscriptions, shipping, and refunds
• Accurate product recommendations
• Continuous refinement using real customer interactions

As the AI learned from real conversations, its performance improved quickly and reliably. Rep AI began handling a broad range of inquiries with accuracy and speed, which eased a significant amount of day-to-day pressure on the CX team. With the AI managing most of the customer volume consistently, the team could shift more of their time to complex situations and higher-impact work.

Rep AI also stayed consistent when customers tried to push boundaries. As McCoy explained:

"Some customers pushed the bot in off-topic or personal ways, but it held firm, staying respectful, appropriate, and focused on providing safe, accurate support.

Rep AI consistently provided safe, compliant responses to medically sensitive questions:

“We can’t provide info on individual health conditions.”
“Please check with your healthcare provider before starting any supplement…”

Rep AI learned and upheld the policy automatically, even as customer behavior and questions changed.

Results

Safety, scale, and revenue lift powered by reliable AI performance

1. AI Resolved 96% of Conversations

For a two-person team, this level of automation made a meaningful impact.

“With the AI resolving so many conversations, the impact on our day-to-day workload has been huge.”

Rep AI operated as a dependable support engine day and night, handling a wide range of inquiries and reducing overall workload. With most conversations managed quickly and accurately, the team gained time to focus on complex issues and higher-value initiatives:

• 96% automated resolution
• 95% answer accuracy
• 99% customer satisfaction

2. Higher AOV and Conversion From Shoppers Who Engage With AI

Director of DTC and Martech Policy, Jennifer Peters, shared the measurable lift in shopper behavior:

“The average order value (AOV) for shoppers who engaged with the AI was about 30% higher than our regular AOV.”

Rep AI supported stronger shopping outcomes by:
• Giving shoppers instant clarity
• Reducing hesitation
• Guiding customers to the right products
• Keeping visitors engaged instead of leaving the site

“We’ve definitely seen higher conversion rates on customers that engage with the Rep bot.”

3. Smart Product Recommendations the CX Team Never Had Time For

OLLY's agents could not realistically provide personalized product guidance at scale. Rep AI filled that gap with helpful, relevant recommendations. This allowed the AI to function as both a support resource and a revenue driver.

"I love that it can offer relevant product recommendations responsibly, they’re helpful, accurate, and something our team simply doesn’t have the capacity to do at scale.”

4. Immune to Manipulation and Built for Compliance

Even when customers attempted inappropriate or baiting prompts, Rep AI stayed aligned with brand and regulatory standards.
This level of consistency is essential in a regulated wellness environment.

"It gives customers clear, appropriate answers, and it does so in a way that keeps them safe and keeps us compliant.”

The Takeaway

Rep AI gave OLLY something many wellness brands struggle to achieve: scalable support that remains safe, accurate, and customer friendly.

OLLY now has:
• 96% automated resolution
• 95% answer accuracy
• 99% customer satisfaction
• 30% lift in AOV for AI-engaged customers
• Zero medical-claim violations
• AI that cannot be manipulated
• A CX team finally free from repetitive, high-volume tasks

"We love it. It’s reduced the team’s day-to-day workload, and it consistently provides customers with clear, accurate answers.”

Rep AI became a reliable, regulatory-safe, revenue-positive extension of the OLLY team, built to support the needs of a fast-growing wellness brand. As Olly heads into Q1, their busiest season, they now have an AI engine that protects the business, empowers customers, and delivers measurable results at scale.

Try Rep AI in the OLLY store >>