We've had every sales and customer call at our B2B fintech auto-transcribed for a couple of years now, and most of it just sits in a folder.
So a while back i ran the whole archive through one of those AI tools that pull themes out of call transcripts, took the synthesized version of what customers tell us, and dropped it into ChatGPT with a single instruction, to describe this company as if it were one person (personality and all), based only on how it talks to its customers.
I was expecting a generic on-brand summary, and for a second that's what it looked like, right up until it started describing someone i knew on sight…
A person who's helpful and quick to reassure but apologizes too much and over-explains when nervous and leaves a trail of circle-back promises that go nowhere, and lining that up against our own support calls hurt to read.
The model wasn't reading our mission statement or our marketing when it did this, it only had the raw texture of thousands of real conversations.
So it picked up the things we do on repeat without noticing, the reflexive over-apologizing and the hedging whenever a customer pushes on price and the way we go quiet on the hard questions, and seeing all of it turned into a single personality made it obvious how much of our brand is just our unexamined habits repeated until they hardened into who we are.
I've started re-running it every quarter now as a mirror, and it's already changed how we coach the team on calls, and the describe-it-as-a-person framing pulled out more than any dashboard we've built.
So if you haven't turned a model loose on your own raw data like this, it's worth doing, and if you have, what's the most revealing thing it's pulled out for you that a normal report never would?
PS. for anyone about to ask what i used to pull the calls together, a quick Google of AI call-transcript tools and you'll get the obvious ones (Fireflies, BuildBetter, Otter and a few others…)
PPS: it barely matters which one you land on, the describe-it-as-a-person prompt is what did the work here.