The result of the partnership between Indigo.ai – the platform that creates virtual assistants for companies – and 6.14 Creative Licensing – the communication, marketing, and innovation “boutique agency” – Talkbox is the talking packaging.
From today it will be possible to converse with the products available on the shelves of retail stores, thanks to artificial intelligence. The idea stems from the synergy between Indigo.ai – the platform that creates virtual assistants for companies – and 6.14 Creative Licensing – the “boutique agency” specialized in communication, marketing and innovation. Simply by scanning a QR code positioned on the product packaging, it will be possible to start a chat or a voice conversation with a virtual assistant to discover a lot of useful information, such as, for example, product peculiarities, variety of formats and ingredients, nutritional benefits, supply chain and traceability, ways of consumption, recipes and pairings.
Thanks to this project, in this first phase dedicated to the food sector but applicable to any other branch of the market, packaging takes on the function of an iconic spokesperson for the brand and communicates its values, while at the same time allowing the brand to listen to people’s needs and provide them with answers and suggestions in real time on many areas of interest – such as well-being, performance, taste, etc.
The synergy between Indigo.ai and 6.14 Creative Licensing is part of a context, that of retail marketing, in which it is important to pay attention to the customer journey and customer care, placing the person at the center, and helping companies to intercept and satisfy the individual needs of the consumer in a logic of conversational marketing.
In this direction, abandoning a self-referential narrative, the virtual assistant will allow the brand to build a direct relationship with consumers and to better understand their tastes and needs thanks to data analysis: in fact, the AI will be able to elaborate customer insights highlighting, for example, what the most frequent questions are, what the main desires and requests are, and to monitor the level of satisfaction.
“Today artificial intelligence can support companies in designing a more powerful customer journey: this technology can help increase user engagement, extract customer insights and improve marketing performance – declares Gianluca Maruzzella, Co-founder and CEO of Indigo.ai. – Thanks to the collaboration with 6.14 Creative Licensing, we can apply these potentials to the retail sector, through packaging: a world in which the use of technology is still limited but can open up many opportunities to support the complex experience between brand and consumer, combining physical and digital experience. Furthermore, thanks to the flexibility of the Indigo.ai platform, this model is scalable and applicable to any product found in retail stores.”
“At 6.14, we have an explorer’s soul, and research has led us to understand the reciprocal impact between creativity and technology which, by merging, can generate new opportunities, new value, and growth occasions capable of responding to or anticipating various human needs – adds Luigi Focanti, Founder and Executive Creative Director of 6.14. – The meeting with Indigo.ai was a prerequisite for a synergy that goes precisely in this direction, and of which we see the first result”
Pubblicato in Artificial Intelligence
Be the first to comment