Scaling Multilingual Support for Spotify with contextual AI-Powered Translation: 35,000+ Monthly Resolutions and 90%+ Customer Delight

Industry: Communications, Media, and Entertainment
Services: AI, Automation, Data and Analytics, Digital CX

Client Overview

Spotify is a renowned digital music streaming service with a vast global user base. As the company expanded into new markets, it faced the challenge of delivering consistent, high-quality customer support in multiple languages without proportionally increasing operational costs.

The Challenge

Meeting Global Expectations: Delivering Personalized Support Across Languages at Scale

As Spotify’s global footprint expanded, so too did the diversity of its user base and with it, the expectations for localized, real-time support in multiple languages. Traditional multilingual support models that required hiring native speakers for each market presented clear limitations. These models were cost-prohibitive, difficult to scale, and lacked the flexibility to accommodate fluctuating contact volumes and language demand.

Spotify’s existing support infrastructure was strained by the growing volume of non-English interactions across digital channels like web, email, and social media. The inability to provide consistent, high-quality experiences in users’ native languages risked eroding customer satisfaction, brand loyalty, and operational efficiency. Spotify needed a transformative solution: one that could deliver real-time, context-sensitive translations with native-level nuance, while integrating seamlessly into existing support systems – all without increasing the cost base or compromising service levels.

Sutherland Solution

AI-Driven Language Translation at Scale: Contextual, Seamless, and Always-On

Leveraging our industry-leading technology and strategic collaborations with third-party partners, Sutherland designed, tested, and deployed a seamlessly integrated solution within the client’s existing customer service messaging ecosystem – LivePerson Conversational Cloud®.

At the core of this innovation was Sutherland Translate AI®, our proprietary real-time translation platform, combined with an advanced AI/ML-based predictability framework. Working in concert with Google’s Contact Center AI, the solution introduced a scalable and highly adaptive approach to multilingual support across nearly 100 languages.

Customer queries received via web, email, or social media – regardless of origin or language – were instantly translated into the support associate’s preferred language in real time. This preserved the original message’s intent, tone, and cultural nuance, ensuring high-quality, empathetic engagement.

As a result, agents based in the Philippines who are fluent in English and Filipino, can now seamlessly support Spanish-speaking customers in Latin America using a digital music platform, without language acting as a barrier to great service.

Through this strategic integration, Spotify gained the ability to deliver consistent, branded, multilingual support at scale – without the friction of traditional localization models.

The Outcome

Transforming Customer Care into a Scalable Growth Engine

Spotify’s partnership with Sutherland resulted in a transformative uplift in both operational performance and customer sentiment. More than 35,000 monthly customer issues were resolved using the Sutherland Translate AI® platform, spanning email, web, and social media. Non-native-speaking agents, enabled by AI, achieved customer satisfaction scores on par with or exceeding those of native-language teams, pushing CSAT consistently above 90%.

Critically, the platform enabled Spotify to offer true 24/7 multilingual support in over 20 languages, aligning support delivery with global user demand while controlling operational costs. The flexibility to route interactions based on time zone, demand patterns, and agent availability unlocked new levels of business continuity and scalability.

That’s digital outcomes delivered!

This transformation empowered Spotify to grow its service capabilities in lockstep with its global user base – ensuring that no matter where users engaged from, they experienced fast, natural, and satisfying support that spoke their language.