Featuring: Jessie Burgees, Former EVP & CIO, G6 Hospitality
Use Case: AI-Powered Call Center Optimization
With over 1,400 properties and 30 million annual guests, G6 Hospitality operates in a high-volume, high-stakes environment. To maintain quality at scale, the company turns to best-in-class partners, especially when it comes to specialized technologies like AI.
That’s where Afiniti comes in.
“Afiniti is AI behavioral pairing technology that uses data intelligently to pair our customers calling in with agents based on likely fit.”
For Jessie Burgees, former EVP & CIO at G6, the solution was clear: integrate advanced technology without disrupting day-to-day operations.
Seamless Integration, No AI Expertise Required
Afiniti’s technology fits directly into G6’s existing Avaya-based platform and routing operations—no overhaul needed.
“We didn’t have to be AI experts to deploy it. There are no scripts to learn. It runs transparently.”
Within the first year of going live, G6 saw a 4% increase in reservations when the system was on. And with continuous A/B testing running every half hour, the impact isn’t just noticeable – it’s measurable.
More Bookings, More Satisfied Agents
At its core, Afiniti enhances what G6 already does best: connecting with customers. The AI doesn’t replace agents – it empowers them.
“It’s 17,000 more times they get a chance to sell.”
Better pairings mean guests get what they’re looking for faster, while agents are more engaged and effective in their conversations.
Results You Can See
The G6-Afiniti partnership is built on one thing: performance.
“Afiniti was just right for us because they’re real. Measurable. Monitored.”
With continuous optimization, data-backed insights, and results-driven execution, G6 has transformed its contact center into a revenue-driving, experience-enhancing engine.
Key Takeaways
- No AI team? No problem.
G6 deployed Afiniti without needing in-house AI expertise or process changes.
- Results are transparent and tested.
The system runs A/B tests every 30 minutes to prove impact.
- Agents are more empowered.
With better customer fits, agents are more effective and more satisfied.
- Revenue and CX gains go hand-in-hand.
Afiniti helped G6 grow bookings while improving guest experience.
Want to see how outcome-based AI can transform your contact center?
See the full interview here.