Helping FCTG Understand How Business Travelers Interact with Their AI Assistant

The project equipped Flight Centre Travel Group with Sam Dashboard, an internal analytics platform that transforms conversation data into actionable insights.

Client

Flight Centre Travel Group (FCTG) pioneered business travel assistants with Sam, one of the first chatbots in the business travel industry. It was an engaging conversational experience but users couldn’t actually chat with Sam. As they built Sam 2.0 — now powered by generative AI — the development team faced a critical challenge: they couldn’t see how business travelers were actually talking to Sam. The team was flying blind. Raw logs existed, but traditional analytics couldn’t capture conversational nuances, misunderstandings or user frustrations. Critical questions remained unanswered: Where do users get stuck? What is working well? How are travelers actually talking to Sam?

Objective

Build Sam Dashboard, an internal analytics platform that transforms unstructured conversation data into clear, actionable insights. The solution needed to automatically extract both quantitative metrics and qualitative patterns from thousands of Sam 2.0 conversations, presenting them through visual dashboards that product managers, developers, and leadership could use to confidently iterate on the AI assistant’s capabilities.

Work

These are the phases Agent Studio worked on:

1. UI validation - Built a fully functional high-fidelity prototype using Lovable to validate the interface design and user flows with stakeholders
2. Discovery & analysis - Analyzed Sam 2.0’s conversation data structure and identified key metrics and patterns the team needed to track
3. Platform architecture - Designed an analytics platform using Windsurf for the frontend and n8n to orchestrate data processing workflows
4. AI-powered insights - Integrated Anthropic and OpenAI LLMs to automatically extract themes, sentiment, and conversational patterns from raw logs
5. Dashboard development - Built visual dashboards showing failure points and user intent analysis
6. Internal deployment - Deployed Sam Dashboard for FCTG’s product and business stakeholders with minimal dependencies
7. Iteration & refinement - Gathered feedback and refined Sam Dashboard as FCTG employees started using it

Results

• Qualitative insights at scale: Automatic extraction of nuances, intent, and performance from thousands of conversations
• Informed decisions: Data-driven insights enabled confident iteration on Sam 2.0’s capabilities and responses
• AI analyzing AI: LLMs unlocked conversational patterns traditional analytics couldn’t detect
• Internal adoption: Sam Dashboard became a daily driver for product and business teams needing to understand how Sam is used
• Rapid development: Modern no-code tools enabled fast delivery of a sophisticated platform

Testimonial

“Agent Studio helped us get clear on what actually mattered through strong product discovery. They worked with us to understand what we needed to learn from Sam Dashboard and shaped and built a focused MVP that gave us real visibility into how business travelers use it. The process was practical and collaborative, and they shared their thinking so our team could keep iterating with confidence.”

Adrian Lopez

Head of AI - Flight Centre Travel Group

👉 Do you need to build custom tools to make sense of your data? We can help.