ChatNT - AI
I developed and executed an Australian-first AI campaign at a time when AI in consumer marketing and web development was still emerging.
Partnering with Edelman and Microsoft, we launched ChatNT
ChatNT was envisaged to be a campaign-based tongue-in-cheek travel inspiration tool powered by Abbie and OpenAI, that would get audiences thinking (and talking!) about summer holidaying in the Northern Territory.
It was mid-2023 and development in AI was relatively new, so there was a lot of innovation-as-you-go in the production approach, with all hands on deck fine-tuning the AI model to ensure brand safety and a positive user-experience. I encouraged my team to lean in and take this opportunity to do something that broke the norm of storytelling and content marketing at the time.
That involved a few late nights and weekends fine-tuning the AI model, the system-prompt, and the dataset powering the responses ChatNT was giving. But it was well and truly worth it - we achieved huge things for Tourism NT, learned a lot along the way and paved the way for future AI innovation, both in marketing and operations.
Results
Gold at the 2024 Mumbrella Travel Marketing Awards and Campaign Asia Awards
70% increase in time on site
2,000+ interactions in the first 72 hours
30% increase in leads to booking platforms
Social reach of over 1.54 million
Generated more than 100 pieces of top-tier domestic media coverage.