AI-powered customer support for National Grid Electricity Distribution

Enigma Interactive has partnered with National Grid Electricity Distribution (NGED) to design and deliver an AI-powered customer support tool that enhances the way domestic customers access information and assistance online.

Covering the South West, South Wales, East Midlands and West Midlands, National Grid Electricity Distribution delivers power to millions of homes and businesses across the UK. Their website serves as a critical hub for service information and customer contact, and with rising expectations for immediacy and self-service, the business wanted to explore how artificial intelligence could help improve support while maintaining complete trust, accuracy and compliance.

Working in close collaboration with National Grid’s internal AI Council (a cross-functional team spanning legal, technical and compliance stakeholders) our team led a comprehensive evaluation of AI platforms and developed a custom integration for National Grid’s domestic website, creating a conversational support tool that allows users to opt in to AI assistance when they need it. The interface was designed to feel approachable yet unobtrusive, helping customers navigate complex topics such as power cuts and meter connections without friction.

Behind the scenes, the AI is trained exclusively on National Grid’s verified website content, ensuring all responses are accurate, auditable and aligned with brand tone and regulatory expectations. Built-in safeguards provide robust assurance in a highly regulated environment.

The system also features an intelligent feedback loop where every conversation is logged and assigned a confidence score, allowing National Grid’s team to review low-confidence responses, refine them within the Chatbase interface, and instantly improve the AI’s accuracy over time.

Launched in October 2025, the new chatbot will make it easier for customers to find information quickly and independently, reducing pressure on contact centre teams while strengthening trust in digital self-service. Future phases will introduce live data integrations and expanded functionality for business users, further advancing National Grid’s digital support capabilities.

The project reflects Enigma’s collaborative, research-led approach to AI adoption, delivering innovation that’s carefully balanced with compliance, usability and customer confidence.

Find out more about how we approached the project.