Fresha launches AI Concierge globally to automate bookings, calls and payments for beauty businesses

Fresha has launched its AI Concierge globally, introducing an artificial intelligence-powered assistant designed to handle calls, bookings, messages, and payments for beauty and wellness businesses. The rollout positions AI as a digital front desk for salons, spas, clinics, barbers, and wellness providers.

The system is built to solve a common operational challenge in the industry, where staff are often busy with in-person clients while phone calls and messages go unanswered. Fresha said this gap frequently leads to missed bookings and lost revenue opportunities.

AI Concierge integrates directly into the Fresha platform and uses live business data such as service menus, pricing, staff availability, and booking history to manage customer interactions in real time.

Automating front desk operations

The AI Concierge can independently answer phone calls and messages, respond to customer inquiries, recommend services, schedule appointments, process payments, and manage rescheduling requests.

It is designed to operate across multiple channels at the same time, allowing businesses to handle high volumes of client communication even during peak hours or outside operating times.

Each AI Concierge is assigned a dedicated phone number, and businesses can customize its tone and communication style to align with their brand identity.

Fresha said complex inquiries can still be transferred to human staff, while all missed interactions are recorded to ensure follow-ups are not lost.

Building connected business systems

Alongside AI Concierge, Fresha is expanding its Fresha Connect ecosystem, which includes tools designed to centralize both client and internal communication.

Team Connect consolidates staff communication into a single platform with messaging and structured channels, while Client Connect brings customer booking history, preferences, and interactions into one unified workspace.

Fresha said this approach reduces fragmentation across phone calls, messaging apps, and booking tools, which often creates inefficiencies for busy service teams.

Company perspective on industry shift

Fresha CEO William Zeqiri said the AI Concierge is designed to reduce pressure on both businesses and customers by making booking and communication faster and more reliable.

He noted that missed calls and delayed responses remain a major issue in the beauty and wellness sector, particularly when staff are occupied with in-person services.

Head of Product Dani Alexander Lopez said the platform aims to streamline communication by bringing client interactions and operational tools into a single system.

Fresha Head of Brand & Content James Hayward-Browne said modern customers increasingly expect instant access to services, including booking flexibility and real-time responses.

Early results and global rollout

Fresha said early pilot programs have shown improvements in booking conversions, stronger revenue capture from previously missed inquiries, and reduced no-show rates.

The company is now rolling out AI Concierge globally, with plans to expand language support and further develop automation features for beauty and wellness businesses worldwide.