Whatfix launches AI roleplay for frontline teams
New capability combines simulated workflows and customer conversations in one training environment. Interview with Khadim Batti, Whatfix founder and CEO.
Whatfix has launched AI Roleplay training, combining adaptive AI-driven customer conversations with enterprise workflow simulations in a single environment designed for frontline teams.
The new capability enables customer-facing employees to practise realistic conversations with an AI agent while navigating a simulated version of the systems they use at work. The intention is to allow teams to rehearse both dialogue and process execution before going live.
The functionality sits within Whatfix’s Mirror system simulation platform, which was introduced in 2024 to help organisations train employees on complex enterprise applications without using live systems. With the addition of AI Roleplay, each training scenario integrates a simulated customer interaction and a corresponding process workflow in the same environment.
According to Whatfix, three customers are already using the AI Roleplay functionality, with additional pilots under way. The company says deployments include large enterprises and that the capability is being used within customer support and operations teams. AI Roleplay is available as a premium add-on.
Whatfix reports that Mirror’s annual recurring revenue has grown by more than 200 per cent year on year following the introduction of AI Roleplay in 2025. Having reached $3m in ARR in six quarters, the company expects Mirror revenue to triple in 2026, driven by broader enterprise rollouts. It says early adopters have reported improvements in metrics including time to proficiency, average handle time and customer satisfaction, although detailed performance data has not been disclosed.
Khadim Batti, founder and CEO of Whatfix, said the addition of AI roleplay reflects a shift in how organisations approach readiness for customer-facing roles. He said: ‘Simulation teaches process, and roleplay builds judgment and confidence. With AI Roleplay in Mirror, we’re helping enterprises reduce time-to-proficiency and improve customer outcomes by preparing employees for real-world situations before they go live.’
Gina Smith, research director at IDC, said combining AI-driven roleplay and system simulation in a single solution provides organisations with a unified approach to preparing customer-facing employees before they transition to live environments.
The launch signals Whatfix’s continued expansion beyond digital adoption into performance-oriented training. As AI-enabled learning tools proliferate, differentiation is increasingly tied to how closely training environments reflect operational reality. By linking simulated workflows with adaptive conversational practice, Whatfix is positioning its platform at the intersection of system proficiency and frontline performance.
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