On 23 September 2026, Basic-Fit launched five “Fitbuddies” in its app: AI-based virtual training assistants. The announcement comes from a large group, but the question it raises concerns every business: what can an AI assistant do for your customers, and under what conditions?
1. What Basic-Fit launched
Five assistants, five personalities: an energetic, results-driven profile, a strength training expert, a playful version, a programme planner and an avatar dedicated to disability sport, focused on exercises accessible to everyone. They explain exercises and how the machines work, and help members stick to their routine. They are free for all members and will evolve over the coming months based on actual use.
2. AI is already in one in three Belgian companies
According to Statbel's 2025 ICT survey, 34.5% of Belgian companies (10 people or more) use at least one artificial intelligence technology, compared with 13.8% in 2023. Among companies with more than 250 employees, it is three in four. The most common use, automated analysis of written language (23% of companies), is precisely the building block of a conversational assistant.
3. Not just a big-company matter
Repetitive questions exist everywhere: opening hours, lead times, availability, request follow-up, appointments. A well-configured assistant answers them at any time, on your website or messaging channel, in all three national languages, and passes the rest to the right person. What matters is not the avatar, but what you entrust to it and what you forbid it to do.
4. What makes an assistant useful
- Up-to-date data: an assistant only answers well if it draws on reliable information. Yet only two in five Belgian companies use CRM software (Statbel, 2025).
- A clear scope: what it handles alone, what it hands over to a human, and how.
- A brand voice: Basic-Fit offers five personalities. An SME mostly needs one voice, consistent with its website and messages.
- Ongoing follow-up: set up, measure, adjust. That is exactly what Basic-Fit announces.
- GDPR: data hosted in Europe, and users clearly informed that they are talking to an AI.
The AI lens, humans first
AI answers quickly, at any hour and in several languages. It cannot decide on its own what is right for your customer: a goodwill gesture, a sensitive complaint, a case outside the usual scope. A good assistant knows its limits and hands over. And someone regularly reviews the conversations to improve it. AI executes. Expertise decides, and keeps watch.
This week
List the ten questions your customers ask most often, by e-mail, phone or messaging. For each one, note whether the answer is written down somewhere and who knows it. That is the foundation of any assistant, and a good starting point for your FAQ.
With Vistalaro Build, we design AI assistants and 24/7 messaging connected to your data, hosted in Europe and GDPR compliant, with a clear handover to your team. With Vistalaro Pilot, a senior marketer defines with you what the assistant should do, measures its use and adjusts it over time.
Which questions do your customers still ask ten times a day?
We work out with you what an assistant can handle, and what should stay human.
Let's talk