BMW has employed artificial intelligence to promote its new electric cars through an automated information service, i Genius.
Working with tech start-up London Brand Management – in a partnership facilitated by The Bakery and media agency, Vizeum – BMW developed i Genius to interact with potential customers in a live question and answer format that works on a mobile platform.
Instead of phoning or visiting a dealership, the free service allows users to text in a question relating to the BMW i3. The BMW i Genius system will then instantly respond with a detailed answer.
The system is capable of interpreting words, the context of those words and the sentiment behind each question in order to respond, allowing for a real-time conversation.
BMW Group UK marketing director, Chris Brownridge, said: “Customers are increasingly sophisticated in how they wish to interact with us and this latest initiative allows us to exceed their expectations.”
He explained: “The system operates around the clock allowing the consumer to ask any question relating to the i cars but without the hassle of having to pick up the phone or go into a dealership.”
The product is the first innovation to come from The Bakery, described as a “digital incubator” for the advertising and marketing industries.