Nina Virtual Assistant—Omni-channel customer engagement success stories

Meet IP Australia's new virtual assistant – "Alex".

Personalized, conversational online engagement for improved customer experience.

Company profile

IP Australia is the Australian Government agency that administers intellectual property (IP) rights and legislation relating to patents, trademarks, designs and plant breeder’s rights in Australia. It contributes to the innovation system more broadly by using its specialist skills and experience to assist Australian businesses and individuals to make the most of their IP and to provide advice to government. IP Australia performs the critical role of protecting Australian innovation through registered IP.

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IP Australia uses Nuance Nina virtual assistant

Since 2012, we have focused on transforming our business model. Then, only 12 percent of customers undertook transactions online. Today, over 99 percent of the 800,000 plus customer transactions we manage each year are done digitally.

Patricia Kelly
Director General
IP Australia


  • Deliver a more agile customer-centric experience online
  • Respond to customer inquiries 24x7x365
  • Static self-help tools (like FAWs) can be difficult for customers to navigate due to the volume and complexity of IP right information
  • Increase efficiencies


  • 80% of customer inquiries directed to Alex are resolved by IP Australia's virtual assistant
  • 15% reduction in calls to contact center agents
  • Broad customer acceptance
  • Increased CSAT
  • Seamless transition from Alex to human‑assisted support for complex queries


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