Diggit award for Gorenje’s sales assistant Anna


During the seventh edition of Diggit, the Slovenian digital communications conference organized by TSmedia and Marketing Magazine, Gorenje was awarded in the sales category for Anna, the brand’s on-line chat bot. The event assigns awards for digital solutions that make use of the digital environment in an innovative and creative way. The company’s winner project is a result of efficient and close cooperation between departments of digital marketing, IT and telecommunications, market communications for the Gorenje brand, and third-party business partners contributing digital solutions and creative input.
Anna is a sales assistant, a chat bot with advanced functionalities, who learns based on conversations, including in Slovenian language. According to the company, “in addition to excellent communication skills, she is multilingual and excels in face recognition, recognition of emotions, and she even has a sense of humour”. Anna is driven by Microsoft’s cognitive solutions, is integrated with back-end systems and can search for products and their features in Gorenje’s information system PIMS (Product Information Management System). Thus, she can make the shopping process easier for the consumers as she assists them by comparing products and technical features, and suggesting recipes and useful tips.