Hendrick's Gin Launched a Human-Run "Chat G&T" Called Elliot
Laura McQuarrie — May 1, 2023 — Marketing
References: wersm
Artificial intelligence and ChatGPT are transforming marketing and revolutionizing the way businesses interact with their customers, but instead of turning to AI, Hendrick's debuted Chat G&T to answer questions on an Instagram livestream.
This human-powered chatbot was intentionally made to be "wildly inefficient" and "admittedly flawed," and it celebrated, rather than diminished, the qualities of being human. “We want to remind people that often the best parts of life lie not in conveniences, but instead come from the unpredictable, the puzzling and the magical experience of two or more real-life human beings building a relationship,” Michael Giardina, vice president of marketing in the US for parent company William Grant & Sons, told Adweek.
The human chatbot, Elliot, sang songs, recited poems and answered a variety of questions from the audience ranging from silly to existential.
This human-powered chatbot was intentionally made to be "wildly inefficient" and "admittedly flawed," and it celebrated, rather than diminished, the qualities of being human. “We want to remind people that often the best parts of life lie not in conveniences, but instead come from the unpredictable, the puzzling and the magical experience of two or more real-life human beings building a relationship,” Michael Giardina, vice president of marketing in the US for parent company William Grant & Sons, told Adweek.
The human chatbot, Elliot, sang songs, recited poems and answered a variety of questions from the audience ranging from silly to existential.
Trend Themes
1. Human-powered Chatbots - Businesses can explore the potential of merging human touch and technology to create unique chatbot experiences for customers.
2. Efficient Inefficiency - Creating intentionally inefficient processes can provide businesses with opportunities to showcase the human element and build strong relationships with customers.
3. Humanizing Technology - As AI and technology-based customer interactions become more prevalent, businesses can leverage human-like chatbots to stand out in the market and share their brand story.
Industry Implications
1. Alcohol - Alcohol companies can use human-powered chatbots to add an entertaining and interactive element to virtual events.
2. Marketing - Marketing agencies can incorporate human-like chatbots in their campaigns to increase engagement and build stronger connections with their audience.
3. Hospitality - Hospitality businesses can consider using human-powered chatbots to offer personalized recommendations and create unique experiences for their guests.
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