--- title: "Fisher & Paykel reframes AI as a brand discovery and customer-behaviour challenge" summary: "Fisher & Paykel's chief digital officer Rudi Khoury says customers are already using GPT-style tools as research interfaces, pushing the appliance company to treat AI as a marketing and discovery problem, not just a customer-service efficiency tool. The company's Agentforce-based service agent and broader roadmap reflect a view that discovery, service and conversion are converging inside conversational AI environments." url: "https://theauthority.report/articles/fisher-paykel-reframes-ai-as-a-brand-discovery-and-customer-behaviour-challenge-10c0555d" publisher: "The Authority Report" section: "AI Discovery" author: "The Authority Desk" datePublished: "2026-10-04T16:50:20.762Z" dateModified: "2026-10-04T16:50:20.762Z" sources: - title: "Fisher & Paykel shifts AI toward brand discovery" url: "https://www.contentgrip.com/fisher-paykel-ai-discovery/" --- # Fisher & Paykel reframes AI as a brand discovery and customer-behaviour challenge *Fisher & Paykel's chief digital officer Rudi Khoury says customers are already using GPT-style tools as research interfaces, pushing the appliance company to treat AI as a marketing and discovery problem, not just a customer-service efficiency tool. The company's Agentforce-based service agent and broader roadmap reflect a view that discovery, service and conversion are converging inside conversational AI environments.* Fisher & Paykel is expanding its use of artificial intelligence beyond customer-service automation, with chief digital officer Rudi Khoury arguing that changes in how consumers research and discover brands are reshaping where the company invests in AI. Khoury said customers are already using GPT-style tools as research interfaces, a shift he framed in direct terms: *"Customer behaviour is not going to change, it has changed."* That change, he argued, pushes AI into a broader set of questions around marketing, commerce and growth, not only operational efficiency. The company's most visible AI deployment is an Agentforce-based system in customer service that helps customers resolve enquiries. According to ContentGrip, which reported on Fisher & Paykel's approach, the company does not treat the agent as something that can be switched on and left to run without oversight. Employees monitor its performance, identify gaps in its knowledge and test how it responds to customer questions. Khoury's broader point concerns what happens as service systems extend into product discovery. A customer asking an agent about dimensions, installation or product compatibility may be conducting research and weighing a purchase rather than seeking traditional support. The commercial intent, he suggested, can shift underneath a conversational interface that remains the same channel throughout. That convergence creates an organisational challenge ContentGrip describes as a knowledge problem: if an AI system cannot find accurate product information, a marketing team may lose influence over a customer's decision before media, creative or conversion work even enters the picture. Khoury said brands need to make sure they are discoverable and that the information customers encounter is accurate, making content governance more operational in practice. On investment logic, Khoury argued businesses should not let the availability of AI tools dictate the roadmap. The starting point, in his framing, should be the experience customers are moving toward. ContentGrip notes this is a different approach from asking where AI can remove the most labour, because the highest-value use case may not carry the clearest immediate cost saving. Salesforce executive Frank Fillmann is also cited in the ContentGrip report as describing a related risk: enterprises can build interesting pilots that never become meaningful operating systems. The report argues that AI maturity is better measured by whether systems are connected to an actual customer or business process than by the number of pilots or agents deployed. ContentGrip also references Adobe and BCG observations in support of the broader trend. Adobe has described generative AI systems as an early touchpoint in the customer journey, while BCG's work on research-led consumer journeys similarly argues that AI and large-language-model research are becoming meaningful touchpoints in purchase decisions. The article treats these as independent signals pointing in the same direction rather than as Fisher & Paykel positions. Fisher & Paykel's approach, as reported, treats the growing role of AI intermediaries as a reason to ensure that product data, service policies and feature descriptions are consistent across the systems AI assistants draw from — because conflicting versions maintained by different teams can be exposed more quickly when an AI layer assembles answers across sources. ## Sources - [Fisher & Paykel shifts AI toward brand discovery](https://www.contentgrip.com/fisher-paykel-ai-discovery/) *Cite as: The Authority Report, "Fisher & Paykel reframes AI as a brand discovery and customer-behaviour challenge", https://theauthority.report/articles/fisher-paykel-reframes-ai-as-a-brand-discovery-and-customer-behaviour-challenge-10c0555d (as of 2026-10-04).*