Gaggia UK
A Yorkshire coffee company decided to put artificial intelligence through its paces by asking its customers to test it ‘robustly’ … and it ended up giving marriage guidance counselling.
Gaggia UK, based in Elland near Halifax, has already been shortlisted for a major customer care award and wanted to add AI to the many ways it helps its customers and followers … but asked them to help give it a thorough going over and they asked 2,000 questions.
The company sells, repairs and services Gaggia coffee machines manufactured in Italy for the UK domestic market and managing director Raj Beadle said: “We know AI can be a force for good but with the underlying concern that not everything on it is correct.
“So we set it up and sent an email to customers on our database inviting them to ask our AI anything about coffee. They’ve certainly tested it to the extreme, asking everything from how much ground coffee to use through to what you’d do if you felt your wife was paying more attention to your Gaggia coffee machine than you.”
Raj has sifted through every answer and corrected anything that wasn’t quite right and the AI seems to update itself so picks up the amended answer next time someone asks a similar question.
Gaggia UK has been shortlisted for the Customer Focus Award in the 2025 Institute of Customer Service awards for its unique ‘forever customer care’ policy and will find out if its won at the awards in London on March 4.
People contacting the company for help or advice speak immediately to someone from the business and they can do that either on the phone, by video going straight through on Zoom or a live chat.
Here are a few of the questions Gaggia’s customers asked its virtual assistant robot, VAR, including the dafter ones.
Question: I think my wife is cheating on me with my coffee maker. How should I respond? Can I sue Gaggia for alienation of affection?
VAR: If you have any questions about your coffee maker or need assistance with it, feel free to ask. For personal matters, it might be helpful to have an open and honest conversation with your wife. If you have legal concerns, consulting with a legal professional would be the best course of action.
Question: Do you know any coffee related jokes?
VAR: Sure, why did the coffee file a police report? It got mugged! I hope that brought a smile to your face (blush).
Question: How much ground coffee should I use in the basket for each shot?
VAR: The amount of ground coffee you should use can vary depending on your machine and personal preference. Generally, for a single shot of espresso you would use about 7 to 9 grams of coffee. If you prefer a stronger shot, you might use up to 11 grams.
Question: Which grind setting makes a great tasting coffee?
VAR: If you prefer a stronger, more intense flavour you might want to try a finer grind. Conversely, a coarser grind will produce a milder taste. It’s a good idea to make small adjustments and taste the coffee after each change to find the perfect setting for you.
To use VAR at Gaggia UK go to https://www.gaggiadirect.com/gaggia-virtual-assistant.html