Why a Yorkshire company gave artificial intelligence a reality check and the results gave them a right laugh

It wanted to make sure the answers were accurate and the results certainly surprised them with well over 2,000 questions pouring in.

Gaggia UK, based in Elland near Halifax, has already been shortlisted for a major customer care award and wanted to add AI to the many ways it helps its customers and followers … but asked them to help give it a thorough going over.

The company sells, repairs and services Gaggia coffee machines manufactured in Italy for the UK domestic market and managing director Raj Beadle said: “We know AI can be a force for good but with the underlying concern that not everything on it is correct. We felt it was important to embrace AI so customers can ask probing questions at any time of the day or night but we don’t want to leave anything to chance.

“So we set it up and then sent an email to customers on our database inviting them to ask our AI anything about coffee. Hundreds responded with questions which shows the interest in AI is quite staggering.

“They’ve certainly tested it to the extreme, asking everything from how to enhance the crema on top of coffee through to what you’d do if you felt your wife was paying more attention to your Gaggia coffee machine than you.

“People have asked questions I’ve never heard before and thrown up information I didn’t know so AI is a great way to learn and stretch both yourself and your business too.”

Raj has sifted through every answer and corrected anything that was not quite right and the AI seems to update itself so it picks up the amended answer next time someone asks a similar question.

“It’s a phenomenally powerful way to help customers,” said Raj. “But we see it as an important addition and in no way replaces our preferred way to speak to customers which is on Zoom, over the phone or in person.”

The AI Gaggia uses is its virtual assistant robot which they’ve initially named VAR.

Gaggia UK has been shortlisted for the Customer Focus Award in the 2025 Institute of Customer Service awards for its unique ‘forever customer care’ policy and will find out if its won at the awards in London on March 4.

People contacting the company for help or advice speak immediately to someone from the business and they can do that either on the phone, by video going straight through on Zoom or a live chat.

Raj can even provide a sign language expert so deaf people can contact them on Zoom for help.

Here are a few of the questions Gaggia’s customers asked VAR, including the dafter ones.

Question: I think my wife is cheating on me with my coffee maker. How should I respond? Can I sue Gaggia for alienation of affection?

VAR: If you have any questions about your coffee maker or need assistance with it, feel free to ask. For personal matters, it might be helpful to have an open and honest conversation with your wife. If you have legal concerns, consulting with a legal professional would be the best course of action.

Question: Do you know any coffee related jokes?

VAR: Sure, why did the coffee file a police report? It got mugged! I hope that brought a smile to your face (blush).

Question: How much ground coffee should I use in the basket for each shot?

VAR: The amount of ground coffee you should use can vary depending on your machine and personal preference. Generally, for a single shot of espresso you would use about 7 to 9 grams of coffee. If you prefer a stronger shot, you might use up to 11 grams.

Question: Which grind setting makes a great tasting coffee?

VAR: If you prefer a stronger, more intense flavour you might want to try a finer grind. Conversely, a coarser grind will produce a milder taste. It’s a good idea to make small adjustments and taste the coffee after each change to find the perfect setting for you.

Question: How often should I clean my machine?

VAR: To keep your coffee machine in top condition it’s important to follow a regular cleaning schedule:

1. Descaling: This should be done at least once every two months using the Gaggia descaler. This helps prevent mineral build-up from affecting your machine’s performance.

2. Backflushing: If your machine supports it, backflushing can be done to maintain the cleanliness of the brew group and solenoid valve. Use a backflush detergent specifically designed for espresso machines.

3. Daily cleaning: Wipe down the machine, including the group head, and flush the system with hot water regularly.

4. Steam Wand: Clean the steam wand after each use to remove milk residue.

5. Lubrication: Lubricate the brew group seals and moving parts every six months or after 500 coffees.

To use VAR at Gaggia UK go to https://www.gaggiadirect.com/gaggia-virtual-assistant.html