Register by Jan 13 to save on passes and connect with marketers from Uber, Bose and more
To promote its recent collaboration with Gigi Hadid this September, Tommy Hilfiger launched a cheeky fashion chatbot on Facebook Messenger, which customers could interact with in order to look at items from the collection and learn pre-programmed fun facts about Hadid. For the Tommy brand, the tool checked a few boxes: It milked more use of the brand’s most recent fashion show (one of the industry’s most expensive marketing tools to execute), sent customers to online stores, and demonstrated that Tommy Hilfiger wasn’t afraid of testing out new technology, which scored it free press coverage.
Indeed, the brand was lauded for its forward-thinking creativity and for being among the first to launch such a bot. But when it came to conversion, the brand declined to share any proof that the bot actually drove any.
To read the rest of this story, please visit Glossy.
More in Marketing
OpenAI’s countdown: monetization, ads, and a Google-shaped threat
With fierce competition from Google et al, the clock is ticking for the AI company to launch its ad business.
Crisis, culture and costs: The new reality of the modern CMO
Crisis, culture and cost pressures are reshaping the modern CMO into a revenue-driven strategist uniting marketing, communications and finance.
Digiday+ Research: The marketer’s guide to AI applications, agentic AI, AI search and GEO/AEO in 2026
Digiday’s annual AI report explores how marketers are navigating the opportunities and challenges AI brings as it becomes an indispensable piece in their toolkits.