BMW launches sophisticated 24-hour Q&A mobile service

In a bid to promote its new i3 electric car, on sale later this year, BMW has created an artificial intelligence service that answers questions from customers around the clock.

Created in collaboration with London Brand Management in a partnership facilitated by Vizeum and The Bakery, the BMWi Genius software allows potential customers to text in questions about the car before instantly responding with a long and sophisticated answer.

The software is the first produce created by the the ad tech incubator programme, The Bakery, which launched early this year, and works by interpreting the words, context and sentiment in the question before forming its reponse.

The product is the first created by The Bakery, the ad tech incubator scheme that launched earlier this year. It is supported by the Institute of Practitioners in Advertising, the Tech City Investment Organisation and UK Trade & Investment.

Chris Brownridge, the marketing director of the BMW Group UK, commented: “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.”