E-Commerce and Super-App Customer Service Automation

AI agents that resolve complaint and enquiry tickets after purchase, with escalation to human agents.

LLM

0named models

402candidates

2deployments

2in Indonesia

Named Models

The research names no model for this use case.

Where this comes from

Models the research names for this use case. Research, with sources on each model record.

Who Runs It

production, 2

GoTo (Gojek, Tokopedia financial and lending units)Country: IndonesiaAI agents on fine-tuned open models (7B, 9B and the self-developed 27B, all deployed) plus frontier models for complex casesVendor: GoTo (in-house)productionDate15 Sep 2026About 35 percent of complaint and enquiry tickets; satisfaction up 20 percent; collections bot raised recovery 3 points; company-wide rollout planned for 2027 (company claims)Evidence: company statementConfidence: lowSource: aitoolly.com

Erajaya (Eraspace, iBox)Country: IndonesiaDialogflow and Vertex AI for customer service and semantic searchVendor: Google CloudproductionDate–No figures statedEvidence: company statementConfidence: lowSource: cloud.google.com

Where this comes from

Documented uses by named organisations. The evidence column says who made the claim.

Candidate Models

SEA-HELM leaderboard, 58 models, SEA average

A general benchmark for this model class, not a test on this use case. SEA average and per-language (incl. Indonesian) scores for open-weight models. Higher is better. Showing 10 of 11.

Qwen3.6-35B-A3BAlibaba (Qwen) maintainer-run73.86

Qwen3.5-35B-A3BAlibaba (Qwen) maintainer-run73.55

gemma-3-27b-itGoogle maintainer-run64.54

Gemma-SEA-LION-v4-27B-ITAI Singapore maintainer-run64.35

gpt-oss-20bOpenAI maintainer-run60.64

Llama-3.3-70B-InstructMeta maintainer-run60.44

Qwen3-8BAlibaba (Qwen) maintainer-run60.33

GLM 4.7 FlashZ.ai (Zhipu) maintainer-run53.76

Gemma-3-4B-itGoogle maintainer-run47.84

Nemotron 3 Nano 30B-A3BNVIDIA maintainer-run46.89

050100

Nemotron-SEA-LION-v4.8-120B-A12BAI Singapore, LLMReleasedSep 2026open weightsIndonesian statedhas scoreslast 18 months

Nemotron-SEA-LION-v4.8-30B-A3BAI Singapore, LLMReleasedSep 2026open weightsIndonesian statedhas scoreslast 18 months

Qwen-SEA-LION-v4.5-27B-ITAI Singapore, LLMReleasedMay 2026open weightsIndonesian statedhas scoreslast 18 months

Qwen3.6-35B-A3BAlibaba (Qwen), LLMReleasedApr 2026open weightsruns on edgehas scoreslast 18 months

Nemotron 3 SuperNVIDIA, LLMReleased2026open weightsIndonesian statedhas scoreslast 18 months

Nemotron 3.5 Lightning 30B-A3BNVIDIA, LLMReleased2026open weightsIndonesian statedhas scoreslast 18 months

gpt-oss-120bOpenAI, LLMReleasedAug 2025open weightsIndonesian statedhas scoreslast 18 months

Granite 4.2 8BIBM, LLMReleasedSep 2026open weightshas scoreslast 18 months

Hy4-previewTencent, LLMReleasedAug 2026open weightshas scoreslast 18 months

GLM-5.3Z.ai (Zhipu), LLMReleasedAug 2026open weightshas scoreslast 18 months

Showing 10 of 402. All models of this class

Where this comes from

Derived, not researched: models in the directory whose class matches a class this use case uses, excluding family records and models shut down or deprecated. Ranked by how many fit facts they meet, then by release date. Each fit fact is read from the model record.

Use Case

Industry: retail and logistics
Model classes: LLM
Benchmarks or datasets: not in the notes
Regulatory notes: Surat Edaran Menkominfo 9/2023 Etika Kecerdasan Artifisial, Kementerian Komunikasi dan Informatika (now Kementerian Komunikasi dan Digital)E-commerce and super-app customer service automation is an AI-based service run by an electronic system operator, and the circular asks such operators to build and use AI on the values of inclusivity, transparency, humanity and security.
UU 27/2022 Pelindungan Data Pribadi, DPR and President of the Republic of Indonesia (administered by Kementerian Komunikasi dan Digital)E-commerce and super-app customer service automation processes personal data of shoppers, sellers, drivers or customers, so the controller needs a lawful basis, must protect the data and must honour data subject rights.
Permenkominfo 5/2020 Penyelenggara Sistem Elektronik Lingkup Privat, Kementerian Komunikasi dan Informatika (now Kementerian Komunikasi dan Digital)E-commerce and super-app customer service automation runs on an online platform used by people in Indonesia, so the private electronic system operator must register and meet this regulation's duties on content and data.
EU AI Act, Regulation (EU) 2024/1689 (international), European UnionE-commerce and super-app customer service automation lets people talk to an AI system, and the EU AI Act requires that people are told they are interacting with AI; relevant when offered in the EU.

Where this comes from

From the industry tracks T08 to T10 of the research notes.

R&D Topics

Links to R&D topics are awaiting review.

Where this comes from

Which R&D topics would most change this use case. Drafted by Claude from the topic definitions and the use case; proposed until approved.

Incidents

Chatbot for DPD Malfunctioned and Swore at Customers and Criticized Its Own CompanyUnited Kingdom, 2024-01-18, otherDPD's AI chatbot, used for customer service, appeared to malfunction following a system update, leading to inappropriate responses including swearing and criticizing the company.
Anysphere AI Support Bot for Cursor Reportedly Invents Login Policy, Leading to Subscription Cancellations2025-04-19, misinformationIn April 2025, users of Cursor, an AI-powered coding assistant developed by Anysphere, reported being logged out unexpectedly.
Air Canada Chatbot Reportedly Provides Inaccurate Bereavement Fare Information, Leading to Customer OverpaymentCanada, 2022-11-11, financialA Canadian small claims tribunal reportedly ordered Air Canada to pay $812.02 in damages and court fees after its website chatbot allegedly provided inaccurate information about bereavement fare eligibility, leading a customer to overpay for flights.

Where this comes from

Documented failures, harms or misuse in this kind of use, Indonesia first, then the region, then well-known cases elsewhere (AI Incident Database, OECD AI incidents monitor, reputable news). Not a claim about any deployment listed here.

Opportunities

Opportunities are awaiting review.

Where this comes from

Gaps found by rule in what the directory holds for this use case. Each is a proposal for review.

Links

IndustryRetail and Logistics28 use cases, 24 deployments

Use CaseE-Commerce and Super-App Customer Service AutomationRetail and Logistics

Modelsnone recorded

Who Runs It

GoTo (Gojek, Tokopedia financial and lending units)In production, 15 Sep 2026 Erajaya (Eraspace, iBox)In production

Graph

Deployments 2

Erajaya (Eraspace, iBox)Dialogflow and Vertex AI for customer service and semantic search, Indonesia GoTo (Gojek, Tokopedia financial and lending units)AI agents on fine-tuned open models (7B, 9B and the self-developed 27B, all deployed) plus frontier models for complex cases, Indonesia

Sources

aitoolly.com/zh/ai-news/article/2026-09-16-goto-adopts-pra... https://aitoolly.com/zh/ai-news/article/2026-09-16-goto-adopts-pragmatic-ai-strategy-focused-on-conversion-and-cost-efficiency-ahead-of-2027-rollout
cloud.google.com/transform/101-real-world-generative-ai-use-ca... https://cloud.google.com/transform/101-real-world-generative-ai-use-cases-from-industry-leaders

To cite this page: Project AURION, AI Use-Cases Research & Innovation, "E-Commerce and Super-App Customer Service Automation", https://aurion.semai.id/usecases/ret-post-purchase-customer-service/, records of October 2026.