Santander seeks to evaluate the impact on conversion and retention of users in remarketing campaigns of the assistance of an interactive virtual avatar. A project focused on innovation, learning and feedback, to evaluate not only its direct impact on business and user experience, but also the technical and organizational implications of new technologies such as generative AI and 3D applications.
Through market information, user data and brand guidelines, TANia, the first Santander virtual employee, is conceptualized, designed and produced: a hyper-realistic 3D avatar created using the latest Unreal Engine technologies, prepared and optimized to work through a multi-device conversational app where it integrates with the brand's generative conversational model. An OpenAI model trained and limited to only know and talk about relevant product information for Santander customers.
An interactive web application, compatible with any user device thanks to cloud rendering technology and its scalability. Users who have ceased to purchase the product, access TANia as part of the remarketing funnel through an email and a web page. And individually for each user, and combining the conversational model of Open AI with text-to-speech (TTS) and LypSync solutions, TANia is able to answer real-time chat and voice questions about the bank's financial products and, once resolved, redirect the user to the contracting funnel of the same.