BMW uses Siri-like tech to promote electric car

BMW is launching a Siri-like artificial intelligence SMS information service to help promote and educate consumers about its first ever fully-electric car.

BMW i3
BMW i3

The “i Genius” service will be promoted across BMW’s advertising for the BMW i3, which is due to go on sale in the UK in late 2013.

I Genius uses software that is capable of interpreting words, their context and sentiment to instantly respond to questions.

Consumers can text their questions for free and the system will instantly respond. If people ask a non-sensical or rude question, I Genius will answer with stock replies such as “I could talk about that, but I’d much rather talk about the new BMW i3”.

It is hoped i Genius, which was created by start-up London Brand Management, will help consumers make better buying decisions when it comes to choosing an electric car because they can ask questions at any time and at any location – rather than having to wait to call a customer service line or visit a dealership.

BMW group UK marketing director Chris Brownridge says the platform will help “exceed expectations” of consumers who are becoming “increasingly sophisticated” in how they choose to interact with the company. If successful, BMW will consider rolling out the service on marketing material around its other vehicles.

The partnership between BMW and London Brand Management is the first to come from the recently launched marketing technology accelerator scheme The Bakery.

The Bakery is supported by the IPA, Tech City Investment Organisation and UK Trade & Investment and agencies including Vizeum, Havas Worldwide, MBA, Karmarama and KittCattNohr Digitas. Other brands on the scheme include Ab-Inbev, Heinz, Panasonic and Ideal Standard. 

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here