Beko integrates AI and human expertise across global repair network
With a workforce of 27,000 technicians spanning 58 countries, Beko is shifting its after-sales strategy toward proactive, AI-assisted diagnostics. The appliance giant, which manages 22 brands including Whirlpool and Hotpoint, aims to minimize repair times by combining human judgment with data-driven insights across its vast service infrastructure.
Fatih Özkadı, Chief Customer Care Officer, emphasizes that the company's goal is not merely to increase repair volume, but to optimize appliance performance through end-to-end quality management. This approach relies on ISO 9001 certified manufacturing processes and rigorous internal audits to catch issues before they reach the consumer. When support is required, the company leverages digital troubleshooting and its HomeWhiz smart home application to resolve problems remotely, reducing the necessity for on-site technician visits.
Empowering the field force
Technicians now operate with the support of the company's AI-backed Technician Coach, which generates approximately 800 repair recommendations daily. These digital tools are designed to augment, rather than replace, human expertise by surfacing technical documentation instantly. Complementing this digital layer is a massive logistical operation managing over 450,000 spare-part SKUs. By utilizing AI-powered forecasting, the company improved spare-part availability by 5% in 2025, ensuring that when a physical component is needed, it is readily available. To maintain these standards, Beko conducted over 112,000 hours of technical training across 48 countries last year, focusing on diagnostics and safety.
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