Global Bigdata Conference

TGI Friday's may have a reputation as a casual restaurant and watering hole, but its messaging to customers was hardly conversational. The well-known chain sent out regular blasts through traditional broad-reach media and, more recently, social media, yet it increasingly wanted to re-create the banter that happens organically when regulars belly up to the bar. In lieu of hiring a battalion of customer service "bar keeps," TGI Fridays recruited an enterprise conversation platform infused with a shot of machine learning and artificial intelligence (AI) to personalize its messaging and overall customer experience. Now, patrons can chat up the AI for happy hour suggestions and appetizer specials, engage in small talk using emojis, make reservations, and order takeout via social media channels and through Amazon Alexa. "We thought about how technology could help us create that one-on-one personalized messaging outside of the bar without having to hire 1,000 people to respond to individual guests," says Sherif Mityas, vice president of strategy and brand initiatives, as well as acting CIO, at TGI Fridays.