Consumers at the centre of an advanced AI project: PSP and Ellysse, a successful partnership

Our collaboration with our partner Ellysse continues successfully and with satisfaction, as we jointly seek solutions for an increasingly demanding, evolving market. One strength of this collaborative work is combining the strategic expertise gained in our respective fields, making it available to companies through increasingly complex, advanced projects.

The latest is the development of an intelligent chatbot commissioned by Barilla for the Mulino Bianco 'Scatta la Felicità' combined prize promotion.

The starting point was to include an intelligent, self-service contact channel among the planned touchpoints: always online, able to handle large numbers of contacts simultaneously and recognise the topic from the first sentence, providing a response relevant to the request.

As in the previous project developed for the 'Mulino Bianco Colazione 2022' promotion, we introduced an AI-driven chatbot that recognises natural language. Natural language recognition is made possible above all by our BOTrainers: language specialists who, at PSP, are also experts in handling promotion-related requests. They train the bot consistently and continuously, achieving very high performance. Consumers therefore avoid the discomfort and frustration of not being understood and having to use alternative contact channels.

Beyond the basic questions it has been trained to answer easily — including recognising possible typing or wording errors — the bot provides increasingly personalised responses with feedback tailored to the individual consumer. In line with the promotion's mechanics, the chatbot can recognise whether an entry code is valid, check that user's prize shipment status and identify how many points the customer has collected towards claiming a reward.

How can a chatbot have access to such personalised information?

Through the integration of Ellysse's chatbot system with our Jeko CRM, which brings together tickets and information from every touchpoint.

This integration made it possible to deliver an ambitious project capable of:

• provide efficient, effective customer service
• avoid duplicate tickets relating to a single consumer
• ensure consistent, clear responses to consumers
• have a truly intelligent chatbot

Here too, the artificial intelligence tool was designed and implemented to prioritise consumer satisfaction and the user experience, making question-and-answer interactions increasingly accessible, simple and immediate.