"Ask Vanessa": Why Soho House's AI Chatbot Feels Like a Band-Aid on a Broken App

First, a note of clarification: Vanessa Xuereb, Soho House & Co.'s Chief Membership Officer, is widely regarded as a wonderful and approachable leader, known for her dedication to fostering community and inclusivity[1]. This critique focuses solely on the new AI chatbot bearing her name, 'Ask Vanessa,' and explores how it fits into the company's troubled tech landscape - potentially an unintended stain on her otherwise stellar reputation.

Soho House & Co.'s introduction of this AI-powered digital concierge in its member app promises to simplify planning and personalization[2]. Announced in CEO Andrew Carnie's December 12, 2025, email, it allows queries for House visits, events, and tailored suggestions[3]. However, with the app's persistent bugs and disparities, this feature may serve more as a superficial patch than a true fix.

The Lede: Innovation or Distraction?

'Ask Vanessa' is touted as an advanced tool, but member complaints about the app's reliability cast doubt on its effectiveness[4][5]. If the underlying infrastructure remains flawed, even a shiny AI layer might falter.

Context: Persistent Digital Woes

The Soho House app has long been plagued by issues, from notification glitches to platform inconsistencies[4][6]. Users report delayed or missing alerts for events, which can lead to missed opportunities in high-demand spaces[7]. While not always explicitly alphabetical, the inconsistency frustrates members, especially in overcrowded locations[8].

Android users have particularly suffered, with features like House Pay debuting on iOS years ahead - launched in 2023 but slow to reach parity[9][10]. Reviews highlight frequent crashes, login failures, and poor navigation, prompting some to question the value of their membership[4][11].

Satirically speaking, one might joke that if 'Ask Vanessa' is trained on Soho House's service data - infamous for 'notoriously bad' wait times and inattentive staff in some Houses[12][13] - it could end up as unhelpful as a bartender ignoring your order during peak hours. Imagine querying for a reservation only to get a digital shrug: 'Sorry, the vibe is too crowded right now.'

Analysis: Backend Challenges and AI Limitations

An examination of the app's API suggests a convoluted backend that could undermine AI integration[14]. If 'Ask Vanessa' relies on this setup - or is simply a wrapper around models like OpenAI - it may inherit the same glitches[15]. Hospitality AI tools often promise much but deliver limited utility without clean data, and Soho House's track record doesn't inspire confidence[16].

Post-privatization, the push for innovation might aim to impress new owners, but without addressing core issues, it risks further alienating tech-savvy members[17].

The Unofficial Angle: What It Means for Members

For dues-paying creatives, app flaws mean real disruptions - failed bookings or overlooked events erode the premium experience[18]. 'Ask Vanessa' could help if robust, but tied to a buggy platform, it might amplify frustrations, inadvertently reflecting poorly on its namesake despite her positive influence.

---

Disclaimer: This article is an independent publication. We are not affiliated with, endorsed by, or operated by Soho House & Co. Information is based on public sources and fair use principles for commentary and criticism. No endorsement is implied.