Starlink has deployed Elon Musk’s artificial intelligence Grok voice model for customer service calls and is handling 20,000 customer calls a day, it is said. Business Insider reported on Oct. 16 (local time) that about 70 percent of calls are being resolved without human agents.

SpaceX unveiled a new Grok voice model this week and said Starlink’s call center is already using the conversational AI technology in live operations. The Grok voice agent handles customer authentication, troubleshooting Starlink hardware, issuing credits and sending replacement equipment. SpaceX said the AI agent can also carry out these tasks in multiple languages.

The rollout is drawing attention as a real-world use case for voice-based AI. For Starlink, which must deal with subscribers around the world, multilingual response capability is key. Starlink said it now has more than 6 million active customers worldwide.

Instead of separately expanding a large human-centered customer support organization, SpaceX is putting more weight on supporting multilingual customers with AI. The figure that Grok Voice takes 20,000 calls a day and handles about 70 percent of them without humans shows that operating direction.

Grok does not handle every inquiry. SpaceX did not answer Business Insider’s questions on which languages Grok supports or which types of calls still require human agents. As a result, the scope and limits of the current system have not yet been disclosed in detail.

Competition in voice AI technology is also accelerating. OpenAI unveiled GPT-Live-1 with calling support in July, and Google has also released a similar enterprise system. Calling functions are also expanding in consumer services. Meta’s Muse can also handle phone responses for beta-feature users.

Against that backdrop, Starlink’s case shows voice AI technology moving beyond simple demonstrations and into real customer support work. With call centers linking on-the-ground operations from authentication and incident response to compensation and logistics, how far Starlink will expand Grok’s deployment is expected to be the next point to watch.