Case study

How AI increased reach while keeping the human touch

Epilepsy Action introduced an AI chatbot to extend access to trusted information and ease pressure on its helpline. The project combined generative AI, safeguarding rules and CRM integration, so people could receive help outside office hours and request human follow-up when needed.

Challenges

  • Helpline demand was high, including evenings and overnight.
  • Missed out-of-hours contacts created repeat attempts the next day.
  • The existing live chat sat on a separate platform, with little or no data flowing into CRM.
  • The service needed to protect trust, accuracy and human judgement.

Outcomes

  • People can access guidance outside normal helpline hours.
  • Common enquiries can be handled by the chatbot.
  • Safeguarding concerns are escalated automatically.
  • Contact details and enquiries can be matched to or created in CRM for follow-up.

The Challenge

Growing awareness brought more people to Epilepsy Action for help. The helpline was already under pressure, while evening and overnight calls could go unanswered. The separate live chat platform also limited how information flowed back into the CRM.

The Solution

Epilepsy Action and Bluelight introduced an AI chatbot using the charity’s own information. It handles common questions, offers a route to human support and escalates safeguarding concerns. CRM integration captures the enquiry and supports follow-up.

Implementation

The first version used structured topic journeys. Testing with real enquiries showed that these responses could feel formal. The team moved to generative AI with clear guardrails, escalation rules and minimum data collection.

Results and Impact

People can access trusted guidance when the helpline is closed and request a callback when a person is needed. Advisers can focus more time on complex conversations, while CRM records support follow-up and a clearer service history.

“This project proved that AI and human support aren’t conflicting priorities. People can connect with us in the way that they are most comfortable with.”

— Kathryn Hughes, Services Manager, Epilepsy Action

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