Case study · Fresh seafood
The store is closed.
Squid orders keep coming in.
7 in 10 Cumi Segar chats are handled by AI, and Rp 98 million in paid orders has been recorded since April 2026. Admin Canggih runs the store’s WhatsApp: it answers stock and size questions, works out GoSend delivery fees, writes the order recap and sends payment details.
7 in 10
chats handled by AI, with no handover to staff
38 of 52 chats, 14 to 20 Oct 2026
Rp 98 million
in paid orders recorded through Admin Canggih
25 Apr to 20 Oct 2026
4 in 10
paid orders started while the store was closed
127 of 286 orders, counted 30 Sep 2026
“I never imagined we could have an AI admin on WhatsApp that is genuinely good at closing sales. Now our admins can focus on the other things that really need a human.”
Translated from Indonesian. The client’s original words:
“Saya gak pernah nyangka bisa punya Admin AI di Whatsapp yang beneran jago closing. Sekarang Admin kami bisa fokus buat bantuin hal-hal lain yang memang perlu bantuan manusia”
The problem
Opening hours are the store’s hours.
Not the buyer’s.
Squid buyers ask about stock, sizes and delivery at any hour. In the evening after cooking. On Sunday when the store is closed. If the reply waits until morning, the buyer has already ordered somewhere else.
One chat, Sunday night
The buyer who
asked for 4 kilos.
The plan was 2 kilos. Then the buyer saw the delivery fee. This is the real chat, Sunday 3 May 2026, after the store had closed.
The AI did not dodge the delivery cost. It gave two options, the cheaper one first. The buyer did the math, then ordered more. At this store, 97 of 119 paid GoSend orders chose Same Day.
2. GoSend Instant: 111 ribu (1-2 jam)
The chat is in Indonesian, as typed. The buyer says GoSend Instant looks expensive, the AI agrees and lists both options, and the buyer decides to order 4 kilos because 2 would lose money on delivery. Messages quoted exactly, the last recap summarized, prices of the day. Location hidden.
Who does what
AI looks after the chats.
The team looks after the squid.
The rules come from the store. Anything that needs a human stays with the Cumi Segar team.
Done by AI
- Answers stock, sizes and the difference between Standard and Premium
- Works out GoSend fees from the buyer’s pinned location
- Writes the order recap and sends payment details
- Replies at any hour, Sundays included
The recap is ready, the team picks it up
Done by the team
- Checks incoming bank transfers, as the store’s rules say
- Packs with a cool bag and ice gel, then ships
- Takes over chats that really need a person
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Figures from Cumi Segar’s own Admin Canggih dashboard, pulled 20 October 2026 unless another date is given. Orders paid in cash at the warehouse or placed outside the chat are not counted. Canggih’s internal test payments removed. No buyer data shown. Published with Cumi Segar’s permission.