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A woman leaning back at her desk in a small office after hours, smiling at her laptop, with a headset set down beside it and blue evening light in the window.

Five colleagues for the first line of work.

They read, sort, answer and draft, so your people handle what matters. A person decides where it counts.

What could AI take off your desk?

An animation: messages travel along an arc across the photograph, pass a warm checkpoint where a person has set the rules, and come back answered.

First Line

Answers the common questions from your own information, day and night.

  • Common questions
  • Any hour
  • Your own information

Anything unusual goes to a person, with the conversation attached.

First Line answers the questions you get every day — opening hours, delivery times, prices, returns — from your own information, at any hour. When a question isn’t on its list, it doesn’t guess: it hands it to a person with the whole conversation attached.

A person at a quiet reception desk, looking at a screen, with a warm desk lamp.

A demonstration: the question “Do you deliver on Saturdays?” travels round the loop, passes the checkpoint and comes back answered, “Yes, Saturday deliveries run from 9:00 to 13:00”, stamped answered 21:40.

Example

A bike repair shop hears the same questions all week: opening hours, the price of a service, whether a part is in stock. First Line answers them from the shop’s own price list and stock. “My wheel makes a strange noise” goes to the mechanic, photo attached.

Sorter

Reads everything that comes in and puts it in the right place.

  • Topic
  • Urgency
  • Right person

Not sure where something belongs? It asks a person.

Sorter reads every email, form and message as it arrives and labels it by topic, urgency and customer. Then it puts each one where it belongs: the right person, the right queue. Reads every email. Never skims.

A person packing parcels at a table in a small webshop, evening light and one warm lamp.

A demonstration: six messages slide into labelled lanes, “Where is my order?” and “Change of delivery address” into Orders, “Can you quote for 40 units?” into Quotes, “Invoice for March” into Invoices, “Wrong colour delivered” into Complaints and “Spring newsletter” into Later.

Example

A wholesaler’s shared inbox gets orders, complaints, supplier invoices and newsletters all at once. Sorter sends orders to sales, invoices to accounts and complaints to whoever is on duty, urgent ones first. Newsletters wait.

Spotter

Reads the pile so you don’t have to, and tells you what’s rising.

  • Most asked
  • Rising
  • Weekly summary

It points things out; you decide what to do about them.

Spotter reads the pile so you don’t have to: what customers ask most, what is rising, where things get stuck. Once a week it gives you a short summary in plain words.

A person checking a tablet between stockroom shelves, blue light and one warm lamp.

A demonstration: scattered dots gather into a small chart of what customers ask most, delivery times, returns, opening hours and prices, with a note that questions about delivery times are rising this week.

Example

An online shop’s weekly summary notes that questions about delivery times are rising and that several returns mention the same size chart. The owner decides what to fix first.

Drafter

Writes the reply in your tone, from your own information.

  • Your tone
  • Your facts
  • Your OK

Nothing is sent until a person says OK.

Drafter writes replies in your tone, from your own information: your prices, your terms, your way of saying things. A person reads the draft, changes what they like and presses send.

A demonstration: a reply is written word by word, “Hi there, thanks for your message. The replacement part is in stock and can go out tomorrow…”, and then waits, marked Waiting for your OK.

Example

An installation company gets quote requests by email. Drafter prepares a reply in the company’s tone with the standard prices from its own list; the planner checks the dates and presses send.

Guide

The chat on your website that knows your business, and knows what it doesn’t know.

  • Your business only
  • Knows its limits
  • Hands over

Questions it can’t answer go to a person, not to a guess.

Guide is a chat for your website, scoped to your business. It understands what people write, answers from what you’ve given it, knows what it doesn’t know and hands over to a person. It is not the kind of chatbot that goes in circles.

You’re talking to one right now.

Try it
Example

A physiotherapy practice’s website chat answers questions about opening hours, what to bring to a first appointment and how to change a booking. Anything about symptoms goes straight to the practice.

Where they help.

Seven parts of a small business, one plain example each.

  • Customer support

    Opening hours, delivery times and returns answered at any hour; the unusual ones handed to a person.

    First Line, Guide

    87%

    of customers say a company using AI for service must also let them reach a person. That’s why First Line and Guide hand over.

    Gartner, 2026

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  • Inbox & communication

    The shared inbox read, labelled and routed before you open it; replies drafted for your OK.

    Sorter, Drafter

    4% → 12%

    Dutch companies using AI that reads written text, 2023 to 2025.

    CBS (Statistics Netherlands), 2025

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  • Website & online presence

    Your website answers questions around the clock. Your information is written so AI assistants and search engines find it and quote it correctly. And it says the same thing on every channel.

    Guide, First Line

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  • Marketing

    Reviews and comments answered in your voice; the questions customers ask most turned into your next page.

    Spotter, Drafter

    35%

    of Dutch companies using AI use it for marketing or sales, more than for anything else.

    CBS, 2025

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  • Sales

    Quote requests found in the pile, and a first reply drafted while the customer is still interested.

    Sorter, Drafter

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  • Purchasing

    Supplier emails sorted and matched to orders; price changes noticed early.

    Sorter, Spotter

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  • Warehouse

    “Where’s my order?” answered from your own system; damage reports sent straight to the right person.

    First Line, Sorter

    4%

    of Dutch companies using AI use it for logistics so far. Plenty of room to be first.

    CBS, 2025

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Kept safe, one colleague at a time.

  • First Line answers only from information you have approved.
  • Sorter reads and labels; it doesn’t reply to anyone.
  • Spotter only summarises; it takes no action on its own.
  • Drafter sends nothing without a person’s OK.
  • Guide stays on your topics and says when it doesn’t know.

How Ritorno Labs keeps it useful and safe