Facebook now has a Messenger chatbot from Tommy Hilfiger to connect it with its New York Fashion Week extravaganza. The service, which is named TMY.GRL (in memory of the Tommy Girl fragrance of the 1990s), allows personalized and scalable communication with followers around the brand’s Fall 2016 line and the famous TommyXGigi (Hadid) collection.
Tommy Hilfiger now has a chatbot on Messenger
Forbes’ Rachel Arthur, who had a conversation with the chatbot, found it engaging. The conversation began by surfacing pieces from the collection, and then the service asked her some questions. The chatbot was created in partnership with msg.ai, an artificial intelligence platform, and through its automated messages, it aims to replicate a concierge style of experience.
The write-up from TMY.GRL reads, “Powered by artificial intelligence, TMY.GRL learns to understand consumer habits, context and intent to better predict and provide the content, information or engagement users are seeking.”
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“Digital innovation has been at the center of our strategy to democratize the runway, and the TMY.GRL bot on Messenger introduces a new level of accessibility, engagement and personalization for our global audience,” Tommy Hilfiger said. He added that the amazing teams that brought this to life have created a style of conversational-commerce and consumer interaction that has never happened before.
Hilfiger also said that there was no better time to release the TMY.GRL bot than at their #TOMMYNOW fashion show. He explained that this is a moment where pop culture, entertainment, innovation and fashion merge to create a new commerce model for their industry.
Puneet Mehta, CEO and founder of msg.ai, said the brand and consumer relationship is on the “cusp of the most significant change since the smartphone.” Mehta added that messaging is becoming the gateway and new browser for consumer life, while with artificial intelligence, bots have become the new user interface.
Facebook users can try the TMY.GRL bot by clicking “Message” on the Tommy Hilfiger Facebook page.
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