Need a good movie recco? Just ask TIFFBOT
That's the point of the festival's AI buddy who has been launched on Facebook to "help [audiences] navigate TIFF madness."
The TIFFBOT is an AI Facebook bot that can help folks interested in the festival decide which films to see, based on their interests and the bots ability to filter a few choices based on those interests.
Bots are, after all, in the business of service delivery. TIFFBOT’s rounded stomach and his cool shades, are designed to indicate he has two requisite skills: a beastly appetite for films coupled with a critical mind that can categorize and checklist each film’s potential.
The idea for TIFFBOT came out of a partnership between two Toronto shops: communication agency 88 Creative and digital product agency The Working Group. Erin Bury, managing director, 88 Creative and Rob Kenedi, entrepreneur-in-residence at TWG had multiple conversations about tapping into the bot space and launched TIFFBOT with the goal of giving festival goers a little bit of help with digesting the sheer volume of the film inventory on offer.
Bury told MiC that in researching new opportunities she realized the “myriad opportunities that existed for companies to leverage bots for marketing, customer service, sales, and content distribution.”
The fact that users could interact with TIFFBOT directly on Facebook and don’t have to download a separate app to take advantage of its existence was a big plus, she said.
Bots have become brand darlings recently, inspired by the leviathan that is Facebook. At its annual Facebook developer conference in spring this year, the company announced that it was opening the gateway for brand bots. Social media platform Kik had launched bots on its messaging platform some time ago, and the mobile sporting app theScore launched a bot to reach Facebook’s close to one billion-strong audience as an inaugural partner in April.