Introducing the localized AI agent by Sendbird

Can you serve all global customers with a single AI agent?

For global enterprises that want to scale AI agents across markets, one challenge looms large:

How do you maintain fast, accurate, and personalized AI support across dozens of languages, countries, and contexts—without multiplying agent complexity?

Many AI agents on the market treat localization as a simple translation layer—just switch the language and call it done. But enterprises know better.

Operating across countries means navigating a web of support policies, regulations, customer expectations, and workflows—the complexity of which stops most agents short. These complexities impact more than the user experience—they also shape how support teams create, manage, and scale AI customer service across regions.

Sendbird is solving this AI agent challenge with a new localized AI agent. Our AI agent for customer service now dynamically adapts to any language, country, and context using an advanced multi-locale AI framework. This flexibility enables a new level of agent performance and control from right inside your AI agent dashboard.

Multilingual AI customer service: What’s holding enterprises back?

For global enterprises, scalable multilingual support is a must-have. While some companies opt to build an AI agent for each locale, this creates a costly, siloed support structure where each agent must be configured, evaluated, and monitored independently—which doesn’t streamline operations or cut costs.

The problem isn’t translation. Most AI agent architectures aren’t built to handle the complexity of global support: multiple languages, fragmented knowledge sources, and locale-specific workflows.

If agents can’t dynamically retrieve the right content for the right context, teams end up dealing with issues like:

• Inconsistent answers and user experiences

• Ballooning AI agent maintenance costs

• Duplicate work across agents for different locales

• Slow rollout for new markets or policies

Introducing multi-locale, multi-language support for Sendbird AI agents

Sendbird has developed a powerful new AI agent architecture built for multilingual, multi-regional support. This architecture enables a single agent to access and act on the most appropriate language and knowledge for every country, language, and user context—no matter how complex your support landscape.

How does it work?

Configurable, context-aware AI agent design

The key to this seamlessly localized experience is our new context object and configuration system, which powers the behavior of our AI agents for customer service. It allows users to define language preference orders by country, configure country-specific AI SOPs, and reuse global content—all from the Sendbird AI agent dashboard.

Thanks to this configuration system, the AI agent can now select the most appropriate knowledge base and actionbook (AI SOP) based on the user’s country, language, or user context. To enable the agent’s selection, every knowledge source or AI agent actionbook can be labeled as:

• Global: Used universally across markets
  

• Country-specific: Assigned to one or more regions

The agent can now dynamically select the right knowledge and workflows based on the setCountry metadata passed from the client. With this automatic routing process in place, there’s no need to manually manage logic across agents. Most importantly, every customer will receive a support experience in their native tongue from the start.

Example: If a user’s country is set to Korea, the agent will automatically refer to global resources as well as Korea-specific resources to generate its responses.

What if the user’s language changes during conversation?

Conversations can shift languages in real life. This is why Sendbird’s AI agent can detect these language changes in real time to continue the conversation in any new language—while retaining memory, context, and tone from before. This flexibility helps ensure a customer experience that’s seamless, satisfying, and CSAT-friendly from start to finish.

How do you ensure agent performance?

Localized support hinges on delivering the right information to the right user in the right language. That’s why Sendbird’s AI agent architecture also uses retrieval-augmented generation (RAG) with country- and language-aware filters to ensure it performs with accuracy, even in multi-market environments where coverage is incomplete or evolving.

How does it work?

When you assign a knowledge source to specific locales or languages in the agent dashboard, you’re creating a filter that guides the agent’s retrieval process. This way, if the agent runs into data retrieval issues (like it can’t determine the right knowledge base), Sendbird’s fallback logic kicks:

• The agent prioritizes fully localized content for the user's language and country.

• If unavailable, it falls back to a default language (e.g., English) while maintaining contextual relevance.

• It deliberately avoids retrieving content from unrelated markets or unsupported locales.

With RAG serving as a fallback, your localized AI agent only pulls the most region-optimized content. The result is a reliable localized experience, even if there’s an issue at the data layer.

The customer service benefits of localized AI support agents

Sendbird’s AI agent platform offers a fluid, natural multilingual support experience to each customer—no human intervention needed. Our multi-locale AI support agent helps you:

• Lower operational overhead: Manage fewer agents more easily across your reusable knowledge sources and agentic AI workflows.

• Expand faster: Enter new markets quickly by layering country- or language-specific knowledge on top of existing AI support agents.

• Ensure consistency: Maintain shared agent SOPs globally while allowing for local nuance and adjustment.

• Boost accuracy: Prevent agents from using the wrong playbooks or answering in the wrong language to boost agent performance and CSAT.

With Sendbird, you only need to deploy a single localized AI agent to deliver an authentic, human-like customer experience in every market. Our AI agents now function as configurable parts of one unified AI agent platform with enterprise-grade controls and customizability.

Omnichannel AI support, localized

The best customer experiences are both global and local. Sendbird’s localized AI agent for customer service adapts to each user’s location, language, and assigned content coverage dynamically, ensuring every interaction is locally accurate, globally consistent, and operationally scalable.

TL;DR: Look for AI agents that have the intelligence and the flexibility to operate up to brand standards in any market or context imaginable. Since your business doesn’t operate in one language, one policy, or one workflow, your AI support shouldn’t either.

Features like Sendbird’s multi-locale support are part of an evolving suite of user-friendly controls for AI customer care that also ensure enterprise-grade AI transparency, AI security, and AI compliance—from right within the Sendbird AI agent dashboard.

Localized AI agents are now available in the Sendbird AI agent dashboard.

👉Contact sales or your CSM to learn more.