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Tommy Hilfiger launches chatbot on Facebook Messenger tied to Gigi Hadid collection

tommyxgigi TMY.GRL bot
Model Gigi Hadid and designer Tommy Hilfiger on the TommyXGigi runway at New York Fashion Week (Image: Trevor Collens/AFP/Getty Images, via Forbes)

Tommy Hilfiger has stepped into the conversational commerce game and launched a chatbot on Facebook Messenger to tie in with its New York Fashion Week extravaganza.

Named TMY.GRL (reminiscent of the popular Tommy Girl fragrance of the 1990s), the service enables personalised, scalable conversations with fans surrounding the brand’s new Fall 2016 line and its TommyXGigi [Hadid] collection.

Created in partnership with artificial intelligence platform,, it aims to replicate a concierge style of experience through its automated messages. Reads the write-up: “Powered by artificial intelligence, TMY.GRL learns to understand consumer habits, context and intent to better predict and provide the content, information or engagement users are seeking.”

Indeed, the first conversation I had with it was surprisingly engaging. Head over to Forbes to read all about it as well as hear from Tommy himself on the plans behind the initiative.