Mazda Motor Europe automates multilingual feedback analysis

Mazda Motor Europe has developed an AI-powered customer feedback tool in partnership with data firm Datasolut, designed to centralise the processing of multilingual inquiries across 12 European customer relations centres. The tool automatically translates and classifies feedback from any language into a standardised format, enabling cross-market comparison of inquiry types in near real time.

The solution applies sentiment analysis to detect customer mood and emerging trends, with the full workflow reducing manual processing effort. Development involved close collaboration between Mazda Motor Europe’s analytics team and Datasolut’s data engineering specialists, with both teams defining business requirements before approaching automation.

In a statement, Thomas Fontaine, Senior Manager, Consumer Analytics at Mazda Motor Europe, said: “AI does not replace human expertise in customer service. It strengthens it by freeing people from manual work and enabling them to focus on customers and better decisions.”

Susanne Heinrichs, Senior Data and AI Engineer at Datasolut, added: “Mazda’s clarity on the problem and our experience with scalable AI platforms allowed us to jointly build a solution that transforms complex customer feedback into usable insights within seconds.”

The tool is designed to scale across markets, teams, and data sources, with new languages or service channels added as needed. It has not yet entered production. The project was presented at the Data Unplugged Conference in Münster, Germany on 26 March 2026.

Source: Mazda