Support teams sit closest to customer friction, yet valuable insights often remain trapped in tickets, conversations, and scattered feedback channels. As AI makes it easier to identify patterns and surface signals at scale, organizations have an opportunity to transform support from a reactive function into a strategic source of product intelligence. In this session, Nandish Dave, Director of Technical Support at BitGo and Mark McKercher, VP of Global Support at Sovos, will explore how organizations can create stronger feedback loops between Support, Product, and Engineering teams. Discover how AI can help turn front-line customer interactions into more actionable insights that influence decisions, priorities, and product improvements. What this session will cover: - Why critical customer insights often fail to reach Product and Engineering teams - How AI can uncover trends, recurring issues, and signals across support interactions - Approaches for translating support data into more actionable product intelligence - Strengthening collaboration between Support, Product, and Engineering teams Key takeaway: Attendees will leave with practical ideas for turning everyday support interactions into a scalable feedback system that improves products, strengthens cross-functional alignment, and drives better customer outcomes.