Getting a customer to the right person at the right time can make the difference between a quick resolution and a frustrating experience. Yet traditional routing often relies on static rules, manual triage and limited information about the issue or the customer's wider context. This session explores how AI can improve the way Support teams prioritise, route and escalate incoming requests. From interpreting intent and identifying urgency to matching cases with the right expertise, discover how smarter workflows can reduce unnecessary handoffs, help teams manage demand and get customers closer to a resolution faster. Key learnings: - How AI can improve ticket classification, prioritisation and routing decisions - Ways to identify urgent or complex issues before they escalate - How to reduce unnecessary handoffs while ensuring cases reach the right expertise - What to automate, when to involve a human and how to monitor routing quality