What challenges did Tapestry face before AI implementation?

Tapestry needed a better way to gather, synthesize, and act on feedback from thousands of store associates. Corporate store visits only produced anecdotal information that could not be scaled across the business. Language barriers made it difficult to capture feedback from a global frontline workforce.

What was the impact of the AI solution?

The company gathered close to 30,000 feedback pieces in 1 year. Tell Rexy was live across most North American Coach stores and used by several thousand associates. AWS accelerated Tapestry's ability to develop new AI-powered applications by 10x.

Source

Tapestry Collects Feedback from Thousands of Store Associates Using AWS

Use case typeCustomer experience analyticsUpdated Jun 13, 2026

Tapestry built a generative AI engine on AWS to capture and analyze store associate feedback at scale. The retailer created two applications, Tell Rexy and Ask Rexy, for spoken feedback collection, translation, and internal querying of the resulting dataset.

Organization: Tapestry
Industry: Retail
Location: United States
Published: May 2026

Reported outcomes

10x

development speed improvementTime & speed

30,000 piecesfeedback pieces collected

Strategic outcomes

Better decisions & insightCentralized and analyzed associate feedbackNew product / capabilityBuilt voice-to-text feedback collectionNew product / capabilityEnabled internal querying of feedback dataInnovation & cultureTemplated capability for other business functions

Catalog median for time & speed deployments: +80% across 203 reported metrics. Compare benchmarks →

Primary read

Use case focus

Showing 3 of 4

1Feedback Analysis
2Retail Operations
3Customer Insights

Tapestry needed a better way to gather, synthesize, and act on feedback from thousands of store associates.
Corporate store visits only produced anecdotal information that could not be scaled across the business.
Language barriers made it difficult to capture feedback from a global frontline workforce.

Tapestry used Amazon Bedrock as the foundation for a generative AI engine.
Tell Rexy converts spoken feedback to text and translates it into English for centralized processing.
Ask Rexy is a chatbot that allows corporate analysts to query the collected feedback.
The team templated the capability so other business functions can spin off personalized knowledge bases.

Technologies

Amazon Bedrock Amazon Transcribe Amazon Translate Tell Rexy Ask Rexy

The company gathered close to 30,000 feedback pieces in 1 year.
Tell Rexy was live across most North American Coach stores and used by several thousand associates.
AWS accelerated Tapestry's ability to develop new AI-powered applications by 10x.

Architecture

Tapestry used Amazon Bedrock as the foundation for a generative AI engine. Tell Rexy runs on store devices, converts spoken feedback to text, translates it to English, and centrally processes the feedback. Ask Rexy is a chatbot for corporate analysts to query the collected feedback. The capability was templated so it can be reused for other functions across the business.

Sources & evidence1

Groundedness: 5/5Type: Case StudyPublished: May 27, 2026Publisher: AWSEvidence: VendorConfidence: High

Primary source

AI-generated summary. Verify important details with the linked sources before relying on this case.

Explore related AI use cases

Customer evidence