When we first wrote about how MASH and EventyrSport use AI, the focus was simple: Give employees answers the moment they need them. But something happened. Today, the AI bot is no longer just a tool. It has become their bot. A steady point of reference. A daily routine. An all-knowing colleague in their pocket.
At EventyrSport, it became clear: After thousands of conversations, employees began referring to the bot as a natural part of everyday work. And then the question arose — completely organically, from the staff themselves: “Shouldn’t we give it a name?” That engagement became the starting point for an internal post:
“What should we call our chatbot?”
How AI helps the employees
When employees use the AI chatbot at companies like MASH and EventyrSport, something special happens: They actively seek knowledge, find the answers themselves, and learn from it. And that is no coincidence. It is based on a well-documented phenomenon: The Information Gap Theory, described by George Loewenstein.
An information gap arises when there is a difference between what a person currently knows and what they need to know in order to act. This creates an inner tension — a discomfort that the brain instinctively tries to resolve. That is the mechanism that activates curiosity and learning. In other words, it is not the answer itself that motivates. It is the absence of an answer.
A Real-life Example
Imagine a new employee in the store. A customer asks: “What’s the difference between Gore-Tex and Helly Tech?” The employee is unsure — and that’s where an information gap arises.
If the AI can provide a correct answer in that moment, written at eye level, the learning is stored instantly. Not because someone said it was important, but because the answer mattered right then and there.
From Answers to Confidence
The greatest value is not just that the employee gets an answer to their question. It is that they can ask freely, without hesitation — and without the embarrassment of having to involve a colleague. This creates a sense of both support and control, strengthening learning, self-leadership, and engagement.
At MASH, AI is integrated into the employee’s work day:
- Nearly half of the questions are about HR: ranging from absence and uniforms to collegial guidelines and behavior.
- A quarter relate to the menu and beverages, often asked in the middle of a service situation.
- An additional 16% concern allergies and special requirements, typically focused on ensuring confidence and safety in the interaction with guests.
Employees at MASH use the bot because it fits into their workflow — and that has a direct impact on the customer experience.
We are not trying to give AI a soul. But when people begin assigning names to systems, finding reassurance in them, and feeling their curiosity sparked, we have crossed the threshold from technology to relationship. And perhaps that is exactly what makes the difference — that AI doesn’t just answer you, but elevates you.
This is where AI moves from being a system to becoming a catalyst for curiosity, development, and professional pride. Motivation, then, does not come only from leadership. When knowledge is easily accessible, present, and directly connected to the reality the employee is facing, something remarkable happens:
Motivation grows on its own.
The Data Backs It Up
In January alone, EventyrSport’s AI bot handled more than 1,100 conversations. That corresponds to more than 93 hours of support and a documented 9× ROI (even without factoring in onboarding, learning, or psychological safety).
But the most remarkable part? Employees use the bot because they want to — not because they have to. Because it is accessible, precise, and supports them in their own workflow. And because we continuously analyze the conversations, we as a provider can identify knowledge gaps and improve both the answers and the underlying content.
Together with the customer, we use data to update training, communication, and priorities. The result? A bot that becomes more precise and more personal.
At both EventyrSport and MASH, we now use AI — not just to optimize, but to listen, analyze, and build:
- What questions are asked?
- What isn't known?
- What is needed to know?
- What does it say about culture?
When the AI bot is used, it becomes better
The AI-training continues
We are already rolling out our AI solution across a wide range of industries, from retail and hospitality to manufacturing, office environments and service. And although the context varies, we see the same patterns:
- Employees take ownership
- Leadership experiences relief in work load
- A culture of questioning, learning, and knowledge sharing emerges
We are beginning to see the outlines of something that is both powerful, human, and inspiring. And most importantly — rooted in people.
So what do AI and a good coffee machine have in common?
– Both make it a little cooler to go to work.