French fashion group Amoniss bets on AI-powered call centers in Tangier. Does it work?

Amoniss, the company that took over puffer-jacket maker Jott, chose its winning bid because it offered the best value. When the group, which also owns Pimkie, Chevignon and Christine Laure, consulted more than a dozen BPO (business process outsourcing) specialists in mid-2026, its request was simple: propose an organization where AI can improve customer service efficiency, automatically answer frequently asked questions (WISMO, or “where is my order?”), and handle volume spikes (Black Friday, Christmas). Amoniss ultimately selected MyOpla, and Abdallah Kouraichi explains why.

How Conviv’IA Now Helps MyOpla Better Meet Customers’ New Expectations

After an expanded request for proposals in which the use of AI had to be spelled out, Pimkie selected BPO specialist MyOpla and its offer, which combines human teams with automated, personalized handling of customer requests. “They were impressive and delivered on their promise.”

The Context

Like many other brands, Pimkie, Jott and Christine Laure are working to be omnichannel and responsive, while also staying financially sound. When Abdallah Kouraichi launched a consultation for his customer service operation a few months ago, the parent company’s executive team gave him a clear brief: respond within set deadlines, with extended hours, and across all channels. “And ideally, save money while doing it,” says the Northern France–based customer relations manager, who is responsible for the four brands now owned by the Amoniss group, with a smile.

What They Need to Handle

“More than 40% of our inquiries come from one and the same question: where is my order, or my delivery? And its corollary: when will I get my refund? That’s normal, since our refund timeline is contractual and stated in our terms and conditions. So we asked the candidates to submit a proposal that included a deployment of AI agents, along with a suggestion of what would be handled by phone agents and what by technical tools. The goal was to respond on every channel, including, at times, the Facebook account we also manage,” says Abdallah Kouraichi.

Why Did You Choose MyOpla?

A. K.: During the request for proposals, where competitors asked us to deal with two business units on their side, MyOpla gave a single, unified response. It proposed its own tools, offered under the Conviv’IA brand and designed for use by call center agents (see the description below). The idea was that all similar, frequent requests from our customers, for which a nearly automatic response is possible, could be handled once the subject of the call, email or social media comment has been understood. The suggested response is presented to the agent, who either approves it or doesn’t. That point is essential, though it may evolve.

Is It Working Well?

A. K.: Perfectly. We’re gaining in efficiency and response time, and agents can focus on tasks that require time. We’ve also gained capacity to handle high volumes.

The rollout was very fast, in under two weeks, which is impressive and shows the value of a one-stop shop on their side. Both of our initial goals have been met: combining strong customer service performance with greater cost-efficiency. The AI that MyOpla deploys in its own tools contributes massively to that.

What Three Adjectives Would You Use to Describe MyOpla?

A. K.: Efficient, customer-focused, pragmatic. I could also have said resourceful, which amounts to the same thing!

Under the Hood: How Conviv’IA Works, the Tools It Replaces, and the Benefits for Agents and Brands

MyOpla, founded by Denis Marsault, developed Conviv’IA, a platform that brings together ticket management, contact channels (phone, email, messaging apps), a CRM, a knowledge base and a training module in a single tool. It runs on a large language model (LLM) and GPUs owned by MyOpla. The tool transcribes conversations in real time and suggests responses and procedures to the agent. It also writes the summary of each interaction. For supervisors, it provides alerts on quality and compliance with procedures. Specialists would say it’s a bundle of Zendesk, a quality management tool and a speech analytics tool, all deployed in one system, which makes the agent’s job easier.

The platform relies on language models hosted in Europe by MyOpla. The company cites time savings of 10% to 30% for agents. That time can translate into cost savings or be spent on the customer, to build loyalty or offer additional services.

The platform has been in production for six months at five major clients and is being rolled out to about ten more before the end of the year. It also just helped win two major deals in September, which will go live in early 2027.

The View of Denis Marsault, Founder of MyOpla

“Unlike software vendors, we come from the world of call centers and the operations floor, which explains the design philosophy of the platform: an all-in-one, user-friendly tool that makes the agent’s work easier. And it’s proprietary, which allows us to offer the license at a monthly cost 50% lower than that of typical SaaS tools. For Pimkie, we replaced the IVR (interactive voice response) system, Zendesk and the CRM tools, and connected Conviv’IA to Vocalcom.”

“They Didn’t Wait”: The Expert’s Take

“What MyOpla has just done for a small to mid-sized business, itself in a sector undergoing a major transformation, is interesting,” says Manuel Jacquinet, a specialist in customer experience and the call center industry. “Everyone feels today that AI will, or could, transform their business, which creates both fears and expectations within organizations. That’s FOMO, the fear of missing out: the fear of missing a possible transformation in the company’s economic performance, which would doom it. What I’m seeing is that, on one hand, small and mid-sized companies are quicker to make these changes, and on the other, they don’t hesitate to replace tools from the big software vendors with their own industry-specific solutions. In the end, you have to serve the customer, be profitable and move fast.

“The other two notable points in the project are the decision to outsource an entire service (staff and tools), and to do so in Morocco, but not in Casablanca or Rabat. Denis Marsault was the first entrepreneur in the call center ecosystem to believe in Tangier and northern Morocco. As a result, he has gotten a head start. That said, he has since also opened a call center in Lens, in northern France, to be as close as possible to companies in that region. Some are willing to outsource, but only to a partner who is very close geographically. In outsourcing, you have to tailor your response and your offer.”

Note: According to our information, MyOpla replaced four providers at its client, including Onepilot.

Holden Caufield and the En-Contact editorial team.

Cover photo: MyOpla offices in Tangier, 2019. © En-Contact