SAN FRANCISCO — Oct. 29, 2026 — Genesys®, a global leader in agentic orchestration for customer experience (CX), today announced that Trademark Global, an eCommerce company offering products across multiple categories, is using Genesys Cloud™ Agentic Virtual Agent (AVA) to deliver more connected experiences across its brands, retailers and channels. AVA can handle needs from start to finish and take action on a shopper’s behalf, simplifying service from product discovery and purchase through post-sale support. With more seamless journeys and faster resolutions, Trademark Global is improving customer experience while creating new opportunities for business growth.
Trademark Global offers over 8,000 products — including Squatty Potty — through major retailers including Amazon, Walmart, Target and Wayfair. Customers can discover a product in one place, buy it somewhere else and later turn directly to Trademark Global for help. AVA helps bridge those experiences, from guiding people through product options and personalized recommendations to providing post-purchase service. Since using agentic AI to help customers discover the right products, Trademark Global has seen an 111% increase in referral code usage, creating more opportunities to drive purchases.
“Every interaction is a chance to make things easier for the customer and build a stronger relationship,” said Jason Sustar, chief operating officer at Trademark Global. “AI helps us take care of more of those everyday needs, while giving our employees more time to focus on where they can make a difference. When you get that balance right, customer experience becomes a real opportunity to grow the business.”
The Trademark Global AVA helps customers check on orders, troubleshoot a product or file a warranty claim. Rather than simply answering questions, the agent can gather the information it needs and take action to help resolve the customer’s request. Today, 42% of interactions handled by the agent are completed without employee assistance, and it has achieved a 91% success rate with warranty claims.
If a customer needs additional help, AVA passes along the context it has gathered so an employee can pick up where it left off. Genesys Cloud Agent Copilot then provides relevant information and AI-generated guidance, helping employees resolve needs without asking customers to repeat themselves. Together, these capabilities allow AI to handle more routine work while Trademark Global employees focus on the conversations where their expertise and empathy matter most.
“The real opportunity with agentic AI isn’t simply to automate more interactions. It’s to understand the customer’s context and intent, take action and deliver the right outcome,” said Tony Bates, chairman and CEO of Genesys. “Trademark Global is demonstrating how that shift can turn individual touch points into more connected customer experiences that strengthen relationships and create measurable business value.”
Looking ahead, Trademark Global plans to scale its use of agentic AI across more of its business. AVA is currently deployed across three of its primary brands, with plans to expand to another 12.
Learn more about how Trademark Global is transforming customer and employee experiences with Genesys Cloud here.
Forward-Looking Statements
Statements in this press release that are not historical or current facts are forward-looking statements that involve risks and uncertainties. Unless required by law, Genesys undertakes no obligation to update or revise any forward-looking statements to reflect circumstances or events after the date of this press release.
About Genesys
Genesys® empowers more than 8,000 organizations worldwide to create the best customer and employee experiences. Genesys Cloud™ is the Agentic Orchestration Platform that securely connects people, systems, data and AI across the enterprise with built-in governance and control. As a result, organizations can drive customer loyalty, growth and retention while increasing operational efficiency and teamwork across human and AI workforces. To learn more, visit www.genesys.ai.
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