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. 

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