Chatflow Harnesses AI To Revolutionise Customer Service

Artificial intelligence (AI) is increasingly being utilised in customer service to provide rapid assistance to customers while reducing the need for human engagement.

AI-powered tools make service delivery faster and more efficient. This is the core mission of ChatFlow Limited – using AI to tackle the pressing local challenge of inadequate customer support.

Founder and Chief Executive Officer, Michael Mullings, explains that the idea for the company emerged during his tenure in the business process outsourcing (BPO) industry.

“I’m an electrical engineer. But after university, I didn’t get an electrical engineering job… . I was fortunate to land a position in the BPO industry. I started out as a call centre agent, and I worked my way up. I literally climbed the totem of success in that industry for the better part of a decade,” Mr. Mullings states.

“I said to myself after that time… ‘we are exporting great customer service…, yet our local businesses still struggle with delivering excellent customer support.’ So, I asked myself, ‘what could I do about this situation’,” he adds.

Mr. Mullings recalls that although the idea for the business arose during the COVID-19 pandemic, he chose not to pursue it immediately and instead joined another corporate entity.

“Then in 2023 I said, ‘what I am doing… I still don’t feel fulfilled. This problem is still heavy on my mind, and I know I have the skill sets to solve the problem’. So, in 2023, I started building the product. In February 2024, I incorporated the business and got my first client, and the rest of it catalysed itself from there,” he states.

ChatFlow leverages artificial intelligence across digital channels to eliminate customer wait times.

Mr. Mullings argues that no one wants to wait in a queue only to be told that their issue cannot be resolved.

“So, our goal is using AI to answer consumers… whether they come to your website and use a web chat, WhatsApp or Instagram. We use AI to respond to the customer’s queries, whether they want to know about a refund, return a package, or whether they want to get product information or pricing. We’ve trained the AI model just as how we would train a customer service agent,” he explains.

“So now you get a digital agent, someone that will never go on vacation, never sleeps, and will be available 24-7 to serve your consumers. We’re using what AI already does really well, which is querying information in a way and providing an accurate response, depending on how you train it. We’re using it in a customer service scenario to cut down those wait times so that consumers can get an immediate response,” Mr. Mullings adds.

ChatFlow targets medium to large enterprises, including banks, financial institutions, and government agencies. Its current client base spans both government entities and private-sector organisations.

“Right now, we’re doing government pilots… it’s about four right now; our first customer was Spectrum Management Authority. They used it internally for whatever users are doing…, spectrum licencing or whether they’re doing telecommunications licences. To fill out that form for application, our AI guides them through that process. That was our first customer when we started in 2024,” Mr. Mullings said.

ChatFlow Limited, with a team of five employees, has become a client of the Jamaica Promotions Corporation (JAMPRO) following its participation in the agency’s 2025 Guyana mission.

“I got the opportunity to visit Guyana… one of the new emerging markets, not just because of their oil booms but because of similarities, in a way, that Jamaica and Guyana interact with customer relations. A lot of the people there are still speaking in local dialects whenever they’re upset about customer support, and that’s a great opportunity for us as at Chatflow to solve that problem. The mission went really well. I got a lot of good [business to business] meetings that were geared towards my particular needs.

“My goal now is to complete some pilots with some of those businesses and to ensure that, after due diligence and we’ve onboarded them, that we can serve their consumers better than they’re being served right now. A lot of them are not really that technologically advanced… [i.e.] the ones that we’ve spoken to as it relates to their customer service. So it’s a great opportunity for us to bridge that divide for them so that they don’t have to build this on their own. They can lean on their sister island to get resources such as what we’ve built to serve their consumers,” Mr. Mullings adds.

Speaking on the client relationship with JAMPRO, Mr. Mullings emphasises that the agency has served as a bridge builder for businesses, not only his own but for any enterprise in Jamaica seeking to access new markets.

“They’re very good at what they do… I can’t really complain; I guess I’m one of the success stories. They’ve supported me through my journey in getting into that Guyana market and then, by extension, when I look to go into Africa, I’m sure they’ll be there with open arms to support me as I cross those waters and make those contacts,” he states.

“It is on us as the founders to go to those meetings and then close them. I’m grateful to JAMPRO for opening those doors for an organisation like mine,” he adds.

Mr. Mullings received patent grant assistance of $4 million from the Development Bank of Jamaica (DBJ), which enabled him to safeguard his intellectual property (IP).

According to the DBJ, the Patent Grant is designed to support research, development, and innovation by providing funding to offset the costs associated with filing patent applications both locally and internationally.

“I’m working on a proprietary AI model… and they’ve been helpful in providing that grant funding to my organisation so that we can secure that IP. I have a big mission to ensure that we improve the customer satisfaction rating of this region, and the DBJ has been a part of my journey with that grant funding,” Mr. Mullings states.

“That’s going to help us to, not just be a first mover, but be a true pioneer in the AI customer service space. So I’m grateful for the DBJ, with all the funding that they’ve provided. I know that there are more grants, and I’m going back for more,” he adds.

Meanwhile, Mr. Mullings is encouraging aspiring entrepreneurs to start their own businesses, noting that with artificial intelligence, the barriers to entry are now lower.

“Because of AI, this is the best time to establish a business. I’m not talking about the registration… . I’m talking about creating a product that you can sell and then you can formalise afterwards. But you need to test it… and now is the best time for you to do that. With the access to all the tools that are available from an AI standpoint, it’s easy for you to type a prompt quickly to get a prototype and then you can go and question people about the product,” Mr. Mullings says.

Looking ahead, Mr. Mullings says ChatFlow’s strategic goal is to expand into markets across Latin America and sub-Saharan Africa.

“I have a big vision for what customer service can be. Our goal at ChatFlow is to improve the customer satisfaction ratings, not just of Jamaica, not just of the Caribbean but all the way to sub-Saharan Africa,” he states.