Last Updated on April 9, 2026 by Holland Rocha
Customers often ask the same question in completely different ways. One person wants a tracking update, another asks where their order is, and someone else wonders if their package has shipped yet. Different words, same goal.
Understanding that goal — the intent behind a message — is what makes automation truly useful. AI customer intent detection helps to recognize what customers actually need when they reach out, and Re:amaze Intents are designed to do exactly that. With our latest update, Intents are now easier to set up and smarter in how they work behind the scenes.
Understanding customer intent with Re:amaze Intents
Intents allow Re:amaze to identify why a customer is reaching out. Teams commonly use Intents to detect conversations like:
- Order status questions
- Refund or return requests
- Product inquiries
- Upset or frustrated customers
- Billing or account issues
When an Intent is detected, Re:amaze can trigger a Workflow to automatically take action on a conversation. In short, Intents help Re:amaze understand why customers are contacting you, so your inbox stays organized automatically.
What’s changed with Intents
Previously, creating an Intent required adding multiple example messages to train how matching should work. While effective, this approach often required assuming which examples would cover every possible way a customer might phrase a question or complaint.
Now, Intents are created using a short description written in plain language. Instead of predicting exact language or words used, you simply describe the situation or goal behind the conversations you want Re:amaze to recognize.
For example:
- An order status Intent description can simply be: “Customers asking about order status, shipping updates, delivery timing, or tracking information.”
- Or an upset customer Intent description might be: “Customers expressing frustration or dissatisfaction with an order, product, service, or support experience and requesting help or resolution.”
This shift also changes how matching works behind the scenes. Instead of a confidence rating to determine how closely a message matches an Intent, the new system uses AI to make a clear determination: the message either matches the Intent or it does not. This simplifies setup and removes the need to fine-tune confidence thresholds.
Why this update matters
These improvements make Intents easier to create and maintain as your support operations grow. With Re:amaze Intents, teams can now:
- Set up automation faster
- Reduce manual inbox sorting
- Capture meaning instead of keywords
- Build more reliable workflows
- Spend less time maintaining automation rules
Small setup changes translate into meaningful time savings over thousands of conversations.
Using Intents with Workflows
While Intents understand why a customer is reaching out, workflows determine what happens next. If a customer message matches an Intent, workflows can then take action to help you automate your inbox.
For example, you can build workflows to automatically tag conversations, route messages to the right department or teammate, send automatic responses, and trigger additional steps in your support process.
Intents make it easier than ever to set up automation that truly understands customer messages. By using simple, natural descriptions to define Intents, your workflows can respond accurately and consistently without guessing or manually testing.