Customer feedback is everywhere. The real challenge is turning it into better decisions.

In this episode of Scaling With AI, Alex Bacon from BrightKeel AI speaks with Olly Jobling, Product Manager at Signable, about how AI agents are helping teams make better product decisions without losing the human judgement behind them.

Olly shares how Signable brings together customer evidence from sales calls, support tickets, CRM data and customer conversations, then uses AI to make that knowledge easier to find and act on.

He explains how agents such as his “Prospector” help teams connect new customer requests with existing ideas and evidence, while another agent gives engineers more context around the problems they are solving.

The conversation also explores a bigger question: should AI be used to replace people, or to improve the decisions people make? Olly shares a practical, human-centred approach to AI adoption, including the importance of prioritisation, governance, efficiency and preserving creativity.

If you’re interested in AI in business, leveraging AI for business growth, or practical AI adoption, this episode is well worth a listen.