Faces Behind Spitch

The People Behind the Future of Collaborative Agentic AI

Introducing the team driving AI innovation for contact centers at Spitch.

Giorgia Parrinello

Giorgia Parrinello

Business Analyst specializing in conversational AI and digital transformation projects. With a background in law and technology, she holds a Master of Laws (LL.M.) in Law of Technology and Automated Systems and combines analytical thinking with a strong, people-centered approach. Passionate about ethical and human-centered AI, she works closely with customers and cross-functional teams to design conversational solutions that create meaningful user experiences.

Interview

Can you introduce yourselves — what’s your background, hobbies, etc.?

I come from a mix of law, technology, and conversational AI, and what I enjoy most is bringing people and ideas together. I like working at the intersection of business and technology, especially when I can help turn complexity into something practical and useful. I am originally from Sicily, but I have been living in Milan for the past nine years. Even though Milan has become home, I still feel deeply connected to my southern roots – my mindset, warmth, and way of building relationships are strongly influenced by where I come from. Outside of work, I enjoy singing, reading, going to live concerts, and traveling. These interests help me stay curious, open-minded, and connected to different perspectives.

How would you describe yourselves at work?

I am curious, empathetic, and very people-oriented. I care a lot about communication and making sure everyone feels heard, because that’s where good collaboration begins.

How did you first get to know Spitch?

I have known Spitch since 2020, during the pandemic, when AI started becoming a much broader topic of discussion. At the time, I was studying law and became immediately fascinated by how technology, especially AI, could influence society, business, and people’s everyday lives. When I first heard about Spitch, I was curious about what it did and how AI could be applied in a practical way. That curiosity led me to deepen my knowledge through university courses focused on AI, research on algorithmic bias, and postgraduate studies related to AI and privacy. I later completed a Master of Laws (LL.M.) in Law of Technology and Automated Systems, which further strengthened my interest in the intersection of technology, ethics, and regulation. What I appreciate most about working here is that AI is applied in a very human-centered way. We build solutions for customer interaction, where the end user – a human being – remains at the center. I’m particularly interested in AI as a support system rather than a replacement for people: technology that enhances experiences, improves communication, and creates value while maintaining a human touch.

What makes your profile unique within Spitch?

I believe my profile brings together analytical thinking with a people-centered approach. Alongside business analysis, I have a strong interest in ethical and responsible technology adoption, particularly in AI-driven environments. My academic research on algorithmic bias strengthened my awareness of how technology can affect different groups of people, which influences how I approach projects today – balancing innovation with empathy, communication, and responsibility.

You’ve recently authored a blog about your joint work on the SES project. What did you enjoy most about this collaboration?

I really valued being close to the customer and seeing how a relationship can grow through open dialogue and consistency. I also liked being able to use data to support improvements that had a real impact.

What were your main takeaways from the SES journey?

It showed me once again that empathy and communication are not just nice to have – they are, indeed, essential. Listening carefully, understanding different perspectives, and staying proactive make a real difference.

FAQ

What is the Collaborative Agentic AI Innovation Journey with SES?

The Collaborative Agentic AI Innovation Journey with SES (Società Elettrica Sopracenerina) and Spitch is a phased conversational AI transformation from a FAQ voicebot to a multilingual agentic AI ecosystem. It combines NLU, LLMs, RAG, and a Knowledge Agent.

When did the collaboration between SES and Spitch begin?

The collaboration began in 2023 with a focus on automating recurring FAQ requests on the voice channel for the Swiss Italian market. The first deployment was an Italian voicebot built with Natural Language Understanding (NLU).

How did the solution evolve after the first voicebot?

In 2024, SES extended the FAQ experience to a digital chat channel. In 2025, the solution became multilingual with a German voicebot for the Swiss German market.

What was the main technology shift in the project?

The project moved from rule-based NLU to generative AI. SES implemented a multilingual chatbot powered by Large Language Models (LLMs) and Retrieval-Augmented Generation (RAG), grounded in SES documentation.

What does the Knowledge Agent do?

The Knowledge Agent gives SES control over knowledge governance. It lets the company manage, organize, and update the documents used by the chatbot, improving autonomy, agility, and content maintenance.

What are the key milestones in the SES innovation journey?

Key milestones include:

  • 2023: Italian FAQ voicebot
  • 2024: Digital chat channel
  • 2025: German voicebot
  • Shift from NLU to LLM + RAG
  • Introduction of a Knowledge Agent
What business benefits did SES gain from the partnership?

SES gained faster customer support, multichannel FAQ automation, multilingual consistency, and greater control over internal knowledge management.

What does the SES and Spitch partnership demonstrate?

The partnership demonstrates how conversational AI, agentic AI, and knowledge management can evolve in stages through close collaboration between a utility provider and an AI technology partner.

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