As customer expectations evolve toward instant, personalized, and high-quality service, traditional customer support systems are struggling to keep up. Generative AI offers a transformational opportunity—but to realize its potential at scale, we must architect our systems thoughtfully, not just add AI as an afterthought. In this talk, we will explore how to design and build production-grade customer support platforms powered by Generative AI. We'll cover key architectural components such as prompt engineering frameworks, retrieval-augmented generation (RAG), safety and guardrail systems, conversation memory management, and human-in-the-loop models. We'll also dive into critical design decisions around model selection, latency optimization, modular orchestration layers. Drawing from real-world learnings, we will discuss common challenges—including hallucinations, automation risks, and explainability—and share strategies to build resilient, trusted, and scalable AI-first support experiences.