Ancestry's business is built on trust. Members share their family history, their DNA, their most personal stories. When support fails that trust, they don't just churn; they leave with something irreplaceable. In partnership with Ada, Ancestry redesigned support around what actually matters: does the member leave with what they came for, and do they stay? From 2.1M conversations to a live voice agent saving cancellations in real time, this session traces Ancestry's journey from assisted CX to a fully agentic program — and what it takes to turn support into something that grows the business. Key takeaways - Automated resolution rate is an input, not the goal; the north star is whether the member got what they came for - A cancellation call is a retention moment; Ada's voice agent applies real offers on the call, live on production APIs - One engine across voice, chat, six languages, and nine countries means fixing something once makes it work everywhere - Proactive outreach — catching an expiring card before the member notices — is where support starts growing the business - When discovery is the product, every resolved contact is a reason to stay