Gorgias issues 1,000+ certifications in 3 months with Sana Learn

From help articles to strategic advantage

Gorgias is an AI-first conversational commerce platform used by e-commerce businesses globally. As their product grew more sophisticated, they realized structured training would be critical to customer success. Help center articles weren’t enough when users needed to implement more complex features and workflows. Customers were soon asking for self-paced and interactive, hands-on training that would enable them to become superusers of Gorgias’ products.

The Customer Education team had been running Gorgias Academy since 2022, but their previous platform created many bottlenecks. Building learner journeys meant extensive manual work, and the content authoring capabilities were limited—courses weren't visually appealing and the functionality was basic, making it hard to create engaging, interactive content. When leadership asked for performance data, someone had to spend hours extracting CSVs and compiling reports through SQL dashboards. So when their contract came up for renewal, Alisa Dubik, Manager of Customer Education at Gorgias, saw an opportunity to rethink their approach entirely.

Making a bet on AI-first

Alisa and her team created a comprehensive RFP covering everything from native content authoring to AI capabilities and customer support quality. What mattered most was finding something that would genuinely work for their needs, and Sana Learn stood out for reasons that went beyond checking boxes.

First, the AI capabilities were genuinely foundational, not cosmetic. Gorgias itself is an AI-first company, so any learning platform needed to authentically embody that same identity. Sana's AI tutor proved it could deliver the experience they wanted. "Gorgias has an agent for shoppers to ask questions," Jagvir Brar, Senior Customer Education Manager, explains. "Bringing that same kind of experience to the academy was really important. The AI tutor helped us do that. It's amazingly smart. We're leveraging help documentation as knowledge for the AI tutor, and it answers questions in a very learner-friendly way, step-by-step and clearly sequenced.

Second, the learner experience drove engagement in ways their previous platform didn't. Content creation felt intuitive rather than tedious, and the platform's design—interactive cards, quizzes, assessments—created a delightful experience that kept learners coming back. "Simplicity makes a big difference for learners," Jagvir says. "Sana makes that easy because the way the cards work creates a visually engaging, interactive experience. Even something like a little quiz feels polished and enjoyable. That kind of attention to the learner experience makes a big difference, and you can tell with how people engage." The proof came later in the depth of feedback they received from users.

Third, reporting transformed from hours of work into seconds. Their VP would ask for metrics—course completion, engagement patterns, performance data. "That would initially have taken probably a few hours with our previous platform," Jagvir explains. "You had to download CSV extracts and do a lot of data transformation to make this executive-friendly. But with Sana, we can now bring executive-ready insights without having to do additional work" For a data-driven team at a data-driven company, this efficiency mattered enormously.

Fourth, the partnership dynamic felt different from the beginning. When the Gorgias team suggested product improvements, features were updated within two weeks. "The speed at which progress happened is really good," Jagvir notes. "It feels like Isabelle and Ida, our Sana impact managers, are on our team at Gorgias. It's a true partnership, it doesn't seem like you're the vendor and we're the user. That's really rare.“
Finally, Sana understood Gorgias’ vision. "Now we can build dashboards for our enterprise customers so they can track their team's progress," Alisa Dubik, Manager of Customer Education, says. That capability—paired with smart enrollment automation, native content authoring, and AI that actually worked—gave Gorgias the confidence that they could scale education to match company growth.

A learning academy becomes a sales tool

Enrollments ramped up quickly after launch, with nearly 4,000 users joining in the first three months and over 1,000 earning certifications—even for a robust certification program that takes about an hour to complete.

What surprised the team was the depth of engagement, because learners were leaving detailed feedback, both positive and constructive, at rates they hadn't seen before. Many commented on feeling more confident after completing courses, which Jagvir says is his favorite part of the role. "Seeing people engage seriously with the content and realizing it's helping them do their jobs better—that's what makes this work meaningful."

The real validation came unexpectedly when Jagvir met the director of enterprise sales and mentioned he worked on the academy. That's when he learned the sales team had been showcasing Gorgias Academy to prospects before they even signed contracts, turning it into a competitive differentiator without anyone planning for it. "Our competitors in the e-commerce customer service space might have academies, but they're very simple," Jagvir explains. "There's no real investment in education quality, so we've created something that stands out enough to influence purchasing decisions."

The reporting improvements were just as tangible. Simple questions that used to take over an hour now get answered in seconds. Previously, finding out which learners from a specific enterprise account completed a course meant requesting a report from the system, waiting for it to arrive by email, importing it into Google Sheets, creating pivot tables, then manually cross-referencing another report from their internal database to map user attributes. With Sana, user attributes sync automatically, so the team can filter and report on enterprise account activity instantly through dashboards.

The academy's impact showed up in real customer outcomes too. Black Friday Cyber Monday represents the biggest event of the year for Gorgias and their ecommerce customers, so the team launched a BFCM readiness course to help brands prepare. Someone from a beauty brand told the team the course gave her confidence in her existing setup while surfacing a few implementation tweaks she could make before the holiday rush hit. It's exactly what the team built the academy for—helping customers feel prepared and confident during their highest-stakes moments.

Scaling a small team with AI

With three people managing education for thousands of users, the team needed further leverage, and Sana's AI tutor provided it in a way that made immediate sense for their use case.

They enabled it first on a course about setting up an AI agent (Gorgias's flagship feature). Learners often have configuration questions, but finding answers just-in-time in a lengthy course isn't efficient. The AI tutor gave learners conversational access to information exactly when they needed it, and the setup was simple: upload help documents and the AI tutor handles the rest, presenting information in organized, step-by-step responses.

"Having this conversational AI experience to answer questions is something we'd never been able to offer before," Jagvir says, noting that it aligned perfectly with what users wanted. "Our users wanted something more interactive where they could get answers quickly, and we knew AI could fill that gap because we're a small team and needed to scale."

Early feedback from the "Ask me anything about AI Agent" course showed the approach was working. In post-course surveys, most respondents rated the AI tutor 5 out of 5, with many noting they successfully completed their task or learned something new. Users consistently mentioned that it was easy to use and effective, with clear explanations that made concepts easier to understand. The speed stood out too—fast responses without unnecessary friction meant learners could get unstuck and keep moving forward.

The team plans to expand the AI tutor to other courses, particularly ones designed for administrators who need quick answers during their first few months using Gorgias. Being able to ask questions during and after setup, exactly when those questions arise, will help new admins get confident faster.

What comes next

The external academy's success opened doors for broader ambitions, and the 2026 roadmap centers on making Sana Learn the platform for all learning at Gorgias—customer education, internal enablement, and partner training in one place.

Internal teams are already on board because they saw what was possible. "We didn't even need to push for it," Jagvir says. "The internal team saw the customer-facing version and thought, we could do something similar for ourselves." For partners, greater use of the AI tutor will help them get answers without constantly reaching out to the team, and partners have already noticed improvements from the previous academy version.

For enterprise customers, the vision is bespoke learning experiences that incorporate customer-specific SOPs and policies directly into learning paths. By using dynamic groups, synced to the rest of their tech stack, to deliver targeted content, the team can offer premium, customized onboarding as part of their services.

The customer education team at Gorgias remains small, but their impact keeps growing, and the launch on Sana Learn proved valuable enough that the team is now expanding. "The academy and platform were needed from the start," Alisa and Jagvir say. "Customers asked for interactive, hands-on learning, and we found that in Sana Learn."

You can check out Gorgias’ publicly available academy in Sana here.