Saltmarsh Festival
An assistant that answered 18,400 questions
An AI assistant on the festival's website and app that answers ticket, travel and camping questions from the festival's own pages.
- Client
- Saltmarsh Festival
- Industry
- Events, music festival
- Year
- 2025
- Services
- DevelopmentAI automation
The challenge
Every summer Saltmarsh's three-person team drowned in the same questions: parking, re-entry, what can come into the campsite. Replies took days in the busiest weeks.
What we did
The assistant answers only from the festival’s own pages and the latest announcements, and says when it doesn’t know. Anything about refunds, accessibility needs or safety goes straight to a person, with the conversation attached.
We tested it on two thousand questions from the previous year’s inbox before it went live, and the team could correct an answer in the CMS in seconds during the festival.
Results
- of 18,400 questions answered without a person
- 74%
- support emails in festival week
- −61%
- average rating of the answers
- 4.6/5
“It's like hiring three people who know the FAQ by heart and never sleep. And it knows when to call us.”