Tommy Hilfiger has stepped into the conversational commerce game and launched a chatbot on Facebook Messenger to tie in with its New York Fashion Week extravaganza.
Named TMY.GRL (reminiscent of the popular Tommy Girl fragrance of the 1990s), the service enables personalized, scalable conversations with fans surrounding the brand’s new Fall 2016 line and its TommyXGigi [Hadid] collection.
Created in partnership with artificial intelligence platform, msg.ai, it aims to replicate a concierge style of experience through its automated messages. Reads the write-up: “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.”
“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,” said Tommy Hilfiger himself. “The fantastic teams bringing this to life have created a style of consumer interaction and conversational-commerce that has not happened before. There was no better moment to launch the TMY.GRL bot than at our #TOMMYNOW fashion show – it is truly a moment where fashion, entertainment, pop culture and innovation are merging to create a new commerce model for our industry.”