Melbourne Business School (MBS) needed a 24/7 solution to answer prospective students’ complex questions about postgraduate degrees outside of standard business hours. Luminary developed a Custom GPT-powered chatbot, strictly constrained to ensure factual accuracy and a professional ‘expert advisor’ tone. This AI service functions as an extension of the customer support team, providing instant, reliable, and globally accessible information. In its first 30 days, the chatbot handled 138 unique conversations, capturing 21 percent ‘high intent’ leads, including direct requests for admissions contact.