Anyone who has worked in customer service in Sweden over the past ten years recognises Humany. The company's self-learning FAQ and chatbot were on many Swedish websites, and I have myself procured and run customer service where it was part of the solution. Since 2017 the product has been called ACE Knowledge and is part of Telia's contact centre platform ACE. This article compares it with Supportifier, which we develop ourselves. So we write as a vendor, take the facts about ACE Knowledge from Telia's own documentation and press releases, and say clearly when something is a judgement.
What happened to Humany, and what is ACE Knowledge today?
Humany was bought by Telia in 2017 and lives on as the knowledge part of Telia ACE, which in turn changes owner during 2026. According to Telia's press release from July 2017, Humany was the Nordic market leader in self-learning knowledge systems, with a chatbot and a smart FAQ that adapted to users' behaviour on the site. The company became part of Telia's contact centre business.
In July 2026 Telia announced that ACE is being divested to LeadDesk. According to the press release, ACE is a market-leading contact centre platform with more than 100,000 users in the Nordics, the deal is expected to close in the fourth quarter of 2026, around 90 employees transfer, and Telia continues to sell ACE through a long-term partnership. For anyone evaluating ACE Knowledge this autumn, that means the product gets a new owner with its own roadmap; what it looks like is a question for Telia and LeadDesk.
How is the knowledge structured in ACE Knowledge and in Supportifier?
ACE Knowledge is built on guides matched against the customer's question; Supportifier is built on reviewed articles that a language model answers from. According to Telia's documentation, ACE Knowledge is a self-learning knowledge base where each pair of question and answer is called a guide, and the guides are displayed in portals. The system is described as AI-based and self-learning in the sense that it improves its understanding of users' questions and which answers resolve them, with dialogue trees and counter-questions to pin down intent. Editors create guides with text, image and video in a web interface, with versioning and statistics.
It is a mature model for a smart FAQ: the customer types a question, the system finds the best-matching guide and shows its answer verbatim. The strength is control, since the answer is always a written guide. The limitation is that every variant of a question needs a guide or a counter-question, and that the knowledge is built as questions rather than as topics.
Supportifier starts from a knowledge base built as articles, one per question, with reviewed answers, exceptions and internal notes. The knowledge is built from your past tickets, documents and website during onboarding, and you review what should apply. When the customer asks, the system fetches the passages that answer and formulates an answer from them, with the source visible; if the answer is missing, the chat says so and hands over. The difference between an FAQ and such a knowledge base is described in the article on knowledge bases, and why answers must be kept to what has been reviewed in the article on grounded chatbots. Whether and how generative AI is used in the version of ACE Knowledge you are offered is not clear from the documentation we read; ask the vendor.
| Question | ACE Knowledge | Supportifier |
|---|---|---|
| Unit of knowledge | Guide: question, answer, optional counter-questions | Article: question, short answer, steps, exceptions, internal fields |
| How the answer is chosen | Matching against the best guide, self-learning from usage | Retrieval from reviewed articles, answer formulated by a language model with source |
| When the answer is missing | Dialogue tree, contact form | The chat says the answer is missing and hands over; the gap is logged |
| Who builds | Your editors in the web interface | Built together during onboarding, you review |
Which channels are included?
ACE Knowledge is the knowledge part of a whole contact centre platform; Supportifier is five channels around a knowledge base. According to Telia's administrator documentation, the portal is used by agents, customers and chatbots, and the content is shown through widgets of the types lightbox, inline, list, floating and bot. ACE Knowledge is, according to the documentation, fully incorporated in ACE Agent, the agent's workspace, and ACE Interact. Around it is ACE as a whole: telephony, queues, cases and reporting for contact centres, which is the strength for an organisation with many agents on the phone.
Supportifier has a public help centre, AI form, AI and live chat, inbox with suggested replies and customer portal, all from the same knowledge base, and customer data from your systems is fetched in the right customer context through connections built during onboarding. The channels are described on the platform page. Telephony is not included; a team that lives in the phone queue needs a contact centre system, and there Supportifier can sit in front as knowledge base and self-service.
What does it cost, and what does the contract look like?
ACE Knowledge is sold as part of Telia ACE, and we have not found a public price list; Supportifier is agreed as a written proposal. For ACE you ask Telia for a proposal, and from completion the contract may sit with LeadDesk according to the press release, even though Telia continues as the seller. Ask what happens to contract, support and pricing at the change of ownership.
Supportifier's setup consists of platform and operations by agreed scope and volume, onboarding and knowledge work as a one-off, and any integrations. It is invoiced annually in advance, and you get price, volume limits and terms in writing before you decide; there is more on the pricing page. At the end of the contract you can request an export of tickets, knowledge base and articles, since the content remains yours.
How are customer data and AI handled?
What you should ask both vendors is where data is stored, whether tickets are used to train models and what happens at any sub-processors. For ACE Knowledge we do not have enough in the public documentation to describe it, so put the questions directly to Telia, and ask for the data processing agreement.
In Supportifier all customer data is stored within the EU/EEA, customers' tickets are not used to train AI models, a data processing agreement is signed as standard, login uses SSO with domain restriction, and the language model runs with zero data retention, so ticket content is not kept by the provider after an answer has been generated. It is stated on the security page.
When does ACE Knowledge fit, and when does Supportifier fit?
ACE Knowledge fits those who already have or are getting Telia ACE as their contact centre; Supportifier fits those who want the knowledge to be the platform. Our judgement, as a vendor:
- Choose ACE Knowledge if you have Telia ACE for telephony and queues and want the knowledge base built into the same agent workspace, if you have your own editors who want to build guides and dialogue trees, or if you are a large organisation, for example in the public sector, procuring a whole contact centre platform.
- Choose Supportifier if you are a team with a few hundred tickets a week in email, chat, forms and help centre, want the knowledge work done together with the vendor, want the chat to answer from reviewed articles and say when an answer is missing, and want a contract with price and terms in advance from a company that is not changing owner.
- Hold off on a decision about ACE until you have answers on what the change of ownership means for contract and roadmap, unless you are already a customer.
What to do
- List your twenty most common questions and how many variants they come in. That shows how much work it is to build guides for every variant versus articles per question.
- Ask both for a demo on your own questions, including one that has no answer in the source material. See what happens: a counter-question, a form, or a clear "I don't know" with handover.
- Ask about the change of ownership. What applies to contract, support, pricing and development when ACE passes to LeadDesk?
- Ask about data and AI. Where is the data stored, are tickets used for training, which model answers and on what terms?
- Calculate the onboarding. Who builds the knowledge, how many hours, and what is included in the price? That calculation is described in the article on the business case for AI.
Common questions
Does Humany still exist?
As a company Humany became part of Telia in 2017. The product lives on as ACE Knowledge in Telia's contact centre platform ACE, with the same basic idea: a self-learning FAQ with guides, widgets and chatbot. In July 2026 Telia announced that ACE is being divested to LeadDesk, with completion planned for the fourth quarter of 2026 and continued sales through Telia.
Is Supportifier a smart FAQ like Humany?
No. A smart FAQ matches the customer's question against a written guide and shows it. Supportifier builds a knowledge base of reviewed articles and lets a language model formulate the answer from them, with the source visible and with handover when the source material lacks an answer. The same articles are used in help centre, forms, chat, inbox and customer portal, so the answer is the same whatever the channel.
Can we move our guides from ACE Knowledge to Supportifier?
Yes, guides with question and answer are a good basis for a knowledge base, together with your tickets and your website. During onboarding we go through the material, remove duplicates and outdated answers and build articles with short answers, steps and exceptions that you review. Old answers are not automatically treated as current.
Do we need to change contact centre to use Supportifier?
No. If you have Telia ACE or another system for telephony and queues it can stay, and Supportifier can be used as knowledge base, help centre and chat in front of it. What stays and which connections are needed we decide together during onboarding.
Sources
- Telia förvärvar AI-bolaget Humany — Telia, 2017
- Telia avyttrar mjukvaruplattformen ACE till LeadDesk och ingår ett strategiskt partnerskap — Telia, 2026
- What is ACE Knowledge? — Telia ACE documentation, read 2026
- ACE Knowledge in ACE Admin — Telia ACE documentation, read 2026
Martin Carlsson
Rickard Collander