How TrueVisions NOW answers live sport fans in seconds with Kai

Live sport does not wait. When a big match kicks off, a subscriber who cannot work out which package to buy or which app to open is not a support ticket to be handled tomorrow morning. They are a fan about to miss the game.

That is the support problem TrueVisions NOW, the OTT streaming service of Thailand's True Group, set out to solve with the klink.cloud AI-CX platform and the Kai AI agent. Today Kai resolves 67% of live chat conversations on peak days, first response has fallen from hours to under two minutes, and the median AI reply lands in about five seconds, around the clock, in Thai and English.

The customer

TrueVisions NOW is the next-generation streaming service of True Corporation, one of Thailand's largest media and telecom groups. It is the home of premium live sport, football across nine or more leagues, plus volleyball, F1, MotoGP and boxing, alongside movies and series from Thailand, Korea, Japan, China and Hollywood, streamed to any device across a range of subscription packages.

That richness is the product, and it is also the support problem. A deep catalogue that changes every week, a set of packages that each carry different rights, and demand that spikes without warning the moment a fixture starts.

The challenge: demand that spikes without warning

On a big match night, thousands of fans arrive at once asking the same few things. Which package do I need to watch this. Which app do I open. What time is kickoff.

Before AI, only live chat was connected. The other channels sat siloed, so most interactions had no unified view behind them, and first responses could take hours, which is precisely the wrong outcome at precisely the wrong moment. Streaming support has to be instant, always on, and fluent in a catalogue that changed last week. Adding headcount for every peak is not a sustainable answer to any of that.

One AI, two jobs

What makes this deployment interesting is that the AI was not pointed only at cost. It was given two jobs, and the second one earns money.

Deflect: resolve the repeatable questions

Package questions, how-to-watch questions and kickoff times are answered instantly, so human agents are freed for the account work that actually needs a person. Abandoned conversations fell by more than half.

Convert: support that also sells

A large share of incoming chats are not problems at all. They are content discovery: someone asking what is on, or whether a particular match is available. Kai turns those into package recommendations, which makes support a 24/7 conversion channel rather than a cost centre. Eight in ten content chats now end with the right package match.

How the platform handles the surge

One AI-CX platform, with a clear division of labour between the AI, the people and the workspace they share.

• The Kai AI agent answers in Thai and English from the TrueVisions knowledge base, looks up the live TV guide and the on-demand library, maps content to the package that carries it, and guides self-service, in seconds, around the clock.
• The human team receives everything that needs a person. The unified inbox routes account actions, billing, cancellations and refunds to CS agents with the full conversation and subscriber context attached, so nobody re-asks a question the AI already answered.
• The platform holds live chat, email and social in a single view, with CX logs, CSAT and a weekly AI-CX analytics report that continually sharpens the knowledge base.

That last point is the one most easily overlooked. Kai handles Thai and English natively, so a bilingual audience does not need two support operations behind it.

The results

AI resolution was not switched on at its final number. It climbed as the knowledge base was tuned: 50% in week one, then 56%, then 62%, then 67% by week four, and up to roughly 71% on football spike days. That trajectory matters more than any single figure, because it is the part that keeps going.

Alongside it, first response time collapsed from hours to under two minutes, with a median AI reply of about five seconds at any hour, and abandoned conversations more than halved.

Why it matters

Faster answers are the visible result. The more important change is structural.

Peaks without headcount spikes. The AI absorbs match-day surges, so the team scales into its busiest moments instead of scrambling through them, with no seasonal hiring for every fixture.

The best moments get the best service. The most stressful, highest-traffic nights become the nights customers get the fastest and most accurate help, in their own language. That inverts the usual relationship between demand and service quality.

The advantage compounds. Every week the analytics report and the knowledge-base tuning lift AI resolution and answer quality, so containment keeps climbing while cost per contact keeps falling. The platform gets better at this business the longer it runs in it.

Live sport doesn't wait, and neither can our customers. With klink.cloud's AI Agent, a fan asking how to watch tonight's match now gets the right channel, the kick-off time and the right package in seconds, and we've turned our busiest, most stressful moments into our best service moments.

Head of Customer Experience, TrueVisions NOW

If your demand spikes around events

Streaming is an extreme case of a common shape. Launches, sales, renewals, fixtures and results days all produce the same pattern: a flat baseline, then a wall of near-identical questions arriving in minutes, at the exact moment a slow answer costs the most.

klink.cloud handles that shape by resolving the repeatable questions instantly, routing the rest to your team with full context, and turning product questions into recommendations, without hiring for every peak. Book a demo and we will walk through your own peak, your channels and what the AI would answer on its own.

About K-LINK. K-LINK is a global communication platform provider (CCaaS, UCaaS, CPaaS) headquartered in Singapore and operating across Southeast Asia. Its suite spans klink.cloud, the omnichannel customer experience platform for contact center teams, and Kai, the customer service AI agent across chat, messaging, email and voice.