Kogan's AI agent started with 'where's my order?', the least glamorous and most sensible place to begin
By Brett Gavaghan, Founder of Adaptd ·
Australian retailer Kogan rebuilt its customer service bot as an AI agent on Salesforce, and went live about six weeks after a hack day. Its first job was the question behind about 60% of enquiries.
The short version
- Australian online retailer Kogan answers customer service enquiries with an AI agent built on Salesforce's Agentforce platform.
- Its first job was order tracking, about 60% of inbound requests, followed by returns, warranty and product questions, iTnews reported on 14 October 2026.
- Find your most common customer question, automate that first, and keep an easy path to a person.
Every business has one question it answers fifty times a day. For Kogan it's 'where's my order?', and that's exactly where its AI agent started.
What did Kogan build?
Kogan built an AI customer service agent on Salesforce's Agentforce platform to answer customer enquiries. Chief technology officer Goran Stefkovski described it at Salesforce's Dreamforce conference, as iTnews reported on 14 October 2026.
Before the agent, customers reached Kogan through web forms and email. Its earlier bot followed fixed rules and resolved about 6% of enquiries. The team prototyped the new version at an internal hack day and had it live in production about six weeks later.
What does the agent handle?
The agent handles order tracking first, which is roughly 60% of Kogan's inbound requests, pulling each order's status straight from its SAP system. Kogan has identified ten uses so far, including returns, warranty claims, membership questions and product recommendations.
A newer use checks photos in return claims for transit damage and flags photos reused across different claims. In a July case study, Salesforce said customer preference for the agent rose from 50% to 78%. Anything the agent can't sort out goes to a person.
Should your business build a customer service agent?
Your business should start by counting its customer questions, not by shopping for an AI agent. If one question fills a big share of your inbox, that's the job to automate first.
My take: the useful line from Stefkovski is that you have to be comfortable with a starting point. You don't need Kogan's budget or ten use cases. A chat that answers 'where's my order?' correctly and hands everything else to a human is a perfectly good first version. Read through its answers every week for the first month.
Nobody has ever left a one-star review because their tracking number arrived too fast.
Sources
Wondering what this means for your business?
That's exactly what the discovery call is for.