A Growing Brand, a Stretched Support Team
Curve Project is an Australian apparel brand built around inclusivity and fit. At the heart of everything Curve Project does, is a deep care for the people they serve. Their team brings real warmth and attentiveness to every customer interaction, because for a brand whose mission is to make everyone feel valued, that human connection matters. It's what sets them apart.
As the business grew, so did the volume of customer enquiries - questions about sizing, fabric, care instructions, delivery and everything in between.
The support team is exceptional, but even the most dedicated team has limits. Some enquiries weren't being read in time, and potential customers were quietly leaving without the answers they needed.
Curve Project needed a way to honour every single customer, be present, helpful, and warm at every moment, without burning out their own people
Clevertar's AI Assistant | Always On, Always Ready
In January 2024, Curve Project launched Clevertar's conversational AI assistant on their website. The assistant was named ‘Grace’ and configured with detailed knowledge of Curve Project's range, sizing guides, product details, care instructions, shipping policies and more, enabling it to respond to customer questions immediately, any time of day.
Crucially, the Clevertar team provided hands-on onboarding and ongoing support throughout the rollout. For a business new to AI, having accessible human expertise behind the technology made adoption smooth and confidence high.
The assistant didn't replace the support team, it extended their reach. Grace works 24/7, handling high-volume interactions efficiently and removing the bottlenecks that previously slowed the team down.
Measurable Impact
Grace has now handled nearly 4,000 conversations since launching in January 2024, with usage accelerating over time. The metrics below focus on the most recent six months (September 2025 – March 2026), reflecting the assistant at its most refined and representative of what new customers can expect.
These results demonstrate how conversational AI can support customers at the exact moment they need help, reducing friction in the buying journey.
According to the Curve Project team, Grace quickly became a valuable part of their customer support ecosystem.
“We have found it beneficial for helping customers with generic questions that would normally come through to customer care or that we would not even know about. The service and support level is great; the team is always available to help and guide you, particularly as this was new to us. I can see the value it adds to our business by having this available."
Jason Fahey, Curve Project
Why It Worked
Several factors contributed to the strong outcomes Curve Project experienced over this period.
- Visibility Into Hidden Demand
Many customer questions were never reaching the team at all. The AI assistant surfaced this invisible demand, capturing and responding to all enquiries. - Support at the Moment of Decision
Customers could get answers about sizing, fit, and product details instantly, at the moment they were considering a purchase, reducing drop-off and building purchase confidence. - Team Freed for Higher-Value Work
With the AI handling routine queries autonomously, the customer care team was no longer stretched across high volumes of repetitive questions, their energy could go where it mattered most. - Partnership, Not Just Product
Clevertar's readily available support gave Curve Project the confidence to adopt AI for the first time and to trust it throughout the engagement.
The Bigger Picture
For growing e-commerce brands, the pressure to "do more with the same team" is constant. Grace demonstrates that scaling customer support doesn't have to mean scaling headcount. When configured thoughtfully and backed by genuine support, AI becomes a force multiplier, improving the experience for customers while protecting the wellbeing and capacity of the team behind the brand.
Whether you're new to AI or looking to extend an existing digital strategy, Clevertar provides the technology and the expertise to make it work. Get in touch to start your journey.
