Pandora makes every online shopper feel like a gem with Agentforce.

Pandora’s bold growth ambitions required a reimagined digital shopping and customer support experience.

Pandora began in 1982 in a small Copenhagen shop, where a jeweler and the brand’s first in-house designer set out to create unique, hand-finished pieces. Today, Pandora is the world’s largest jewelry brand, and their charms, bracelets, rings, and necklaces are sold in more than 100 countries through 6,800 points of sale, including 2,700 concept stores.

“What sets us apart is that our jewelry is something you can associate with specific memories or passions,” said Baltazar Hasselsteen Ozonek, Vice President of AI and Innovation for Pandora. “Our store associates are specially trained to help customers connect their stories and moments to an item that will hold meaning forever.”

For decades, physical stores where associates built personal connections with customers and shared the stories behind each piece have driven Pandora's growth. This storytelling is instrumental in helping customers choose meaningful gifts for loved ones, and Pandora saw an opportunity to extend their in-store magic further, into the digital world.

“You could spend an hour in-store with one of our wonderful associates putting together a bracelet for your loved one and talking about your family,” said David Walmsley, Chief Digital and Technology Officer. “That richness of conversation is the heart of the Pandora experience and always will be. We want to figure out how to bring that online.”

Part of creating that seamless digital journey also meant reimagining customer service. In 2024, the company’s team of 500–600 specialists managed a considerable volume of inquiries via email, web, and live chat. These specialists are dedicated to providing personalized service, but manually responding to each inquiry could slow response times, leading to longer service queues. Even though Pandora brought in seasonal support staff to support holiday surges, peak demand still overwhelmed capacity. A traditional chatbot was able to assist with “Where is my order?” requests, which account for a significant amount of their total service inquiries, but the chatbot’s rigid, transactional conversation style didn’t match Pandora’s trademark warm, personalized service.

To reach their goals around providing even better online experiences, Pandora knew they needed a way to automate routine requests and create a digital storefront that captures the same magic customers feel in person.

Agent-first service answers FAQs instantly and provides on-demand order status updates.

To ensure that thoughtful, personalized experiences continue after each sale, Pandora built a customer service agent named Clara to automate routine customer service requests. Built in collaboration with Salesforce Professional Services and Publicis Sapient in just weeks, Clara specializes in answering “Where is my order?” requests and FAQs like how to clean and store jewelry.

Instead of rigid, transactional chatbot conversations, Clara uses friendly, conversational language to help customers quickly. For example, when a customer wants to track their order, they can start a chat with Clara and type, “I ordered stacking rings last week. When will they arrive?”

Clara requests an order number or email address, taps into order information from Service Cloud and Commerce Cloud, and responds in seconds.Commerce Cloud brings in fulfillment details from Pandora’s IBM Sterling order management system via direct connectors, giving Clara real-time visibility into order status.

If a request goes beyond what Clara is designed to handle, such as changing an order after it’s been placed, Clara seamlessly hands the case to a human representative. Clara always includes a summary of each conversation so representatives get up to speed quickly and customers don’t have to repeat themselves.

“We were blown away by Agentforce right away,” said Walmsley. “You get the cellophane off the software, get it installed, and it’s like, okay, that actually works.”

Clara is already deflecting 60% of cases, and a net promoter score increase of 10% indicates that customers are more satisfied with the service they’re receiving. Pandora started by routing one-tenth of their FAQ traffic in North America and the United Kingdom to Clara and are scaling with more traffic and more markets as their confidence in Clara grows.

For now, Clara is separate from Gemma, but Pandora sees Agentforce as a foundational element for their future digital shopping experience. As they transform into an agentic enterprise, they envision a seamless digital experience where customers get assistance from AI agents before, during, and after each sale — wherever and whenever they need it.

With Salesforce, Pandora brings its ecommerce, customer service, and loyalty data together on a deeply unified platform. “I love that I don’t have to focus so much on the infrastructure and the hurdles of managing the infrastructure,” said Catarina Runa Miranda, Global AI Director and London Digital Hub Lead. “Without that pain, I can focus way more on coming up with innovative new ways to capture the in-store experience online.”

But innovation only works if customers can trust it. The Salesforce Trust Layer, along with built-in governance controls, were key to Pandora’s decision to partner with Salesforce for their agentic AI. Agentforce’s zero-retention capabilities that automatically delete prompt outputs after every interaction keep Pandora compliant with European data retention rules. With these safeguards in place, Pandora felt confident rolling out AI agents broadly, balancing innovation with privacy and compliance.

Ease of use has been another driver of adoption. Low-code and no-code Agent Builder tools make it simple to design and launch agents quickly. “Agentforce doesn't require a highly technical person to operate,” said Ozonek. “It’s configurable by anyone, which means our nontechnical staff who understand each aspect of a business challenge can build agents to solve those challenges.”

With their customer-obsessed commerce, unified platform, and strong privacy safeguards, Pandora is setting a bold new standard for the future of retail.