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BMW partners with London Brand Management to promote electric cars through artificial intelligence

BMW has partnered with London Brand Management (opens in new tab), an artificial intelligence startup based in the capital, to promote its new range of electric vehicles; the fully-electric BMW i3 city car and the plug-in hybrid i8 sports car.

London Brand Management has used its technology to develop an automated information service about the cars that allows users to have a text conversation with the artificial intelligence programme.

The 'Virtual Assistant' platform can mirror, replicate and automate human interactions across mobile, web and social media platforms.

"Our system, like a human, understands natural language such as questions and feedback as well as the product knowledge held by clients and in the public domain. It then finds the required information, performs programmed actions and replies as a human would," explains the tech firm.

The campaign allows anyone to text a question (to 84737 for free) about the vehicle and receive a live reply. As well as on mobile, the service also works through social media.

The adaptive system is capable of interpreting words, the context of those words and the sentiment behind each question in order to respond.

A real-time conversation can then be struck up with the computer programme though subsequent questions.

"BMW i Genius is capable of understanding each question and responding accurately every time just as if you were talking to an expert from the company," said BMW UK marketing director Chris Brownridge.

"The system operates around the clock allowing the consumer to ask any question relating to the BMW i cars but without the hassle of having to pick up the phone or go into dealership."

Tomas is co-founder of Lucky Pilgrim, a team of journalists, photographers and art directors who connect brands to audiences through words, imagery and design. He was formerly editorial director at Chapel and managing editor at Courier magazine, and was a writer for ITProPortal as well as The Independent, EastLondonLines, The Sunday Times Magazine, and Croon.