AT&T AI Receptionist

Art Direction • UX/UI • Website • Product Design
Humanizing automation in everyday calls
Year
2025
Credits

AT&T

Challenge
Spam calls were overwhelming customers. AT&T’s idea was bold: an AI-powered “Personal Receptionist” that screens calls in real time. But trust was fragile—how do you make people hand over their phone line to a robot?

Insight
Through iterative research, we discovered that control and visibility built trust. People didn’t just want AI to answer calls—they wanted to see it working, understand its decisions, and know it could be stopped anytime.

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Vision & Execution

I designed a multi-modal experience across the flagship app, instant apps, and SMS:

  • A guided onboarding showing how AI handles nuisance calls
  • Live call screening with transcript playback and “Take Over” options
  • A daily report that visualized time saved and blocked spam
  • Customization for tone, voice, and caller whitelist

The UX Tracker framework defined user needs—Trust, Control, Ease of Setup, and Caller Experience—mapped against 50+ prototype iterations and SUS testing (external score 92, internal 80).

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Results

Impact

  • Achieved SUS 80+, above industry average
  • Users reported 9/10 confidence in AI handling accuracy
  • Shifted internal beta perception from “call blocker” to “AI concierge”
  • Influenced AT&T’s broader AI ethics and transparency framework

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Reflection
What began as an anti-spam tool became a study in digital empathy—AI that respects interruption, speaks politely, and earns trust one call at a time.

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AT&T AI Receptionist
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