Abbie Chatfield stars in new Tourism NT offering, ChatNT
Tourism NT has launched a new offering, ChatNT, an AI travel expert empowered by media personality Abbie Chatfield’s charm and knowledge.
ChatNT marks the first time an Australian brand has used OpenAI’s GPT-3.5 model, via Microsoft Azure OpenAI Service, to generate celebrity-like conversations and interactions with audiences.
Inspired by ChatGPT, ChatNT uses OpenAI’s advanced language processing capabilities to generate accurante ‘Abbie-like’ responses to questions about summer holidaying in the NT.
Chatfield, who also takes up the role of ‘chief sensory office for Summer in the NT’, was tasked with uncovering how summer can be done differently in the NT. She has traveled across the Territory, with the planning help of ChatNT.
Tourism NT said she was a “natural fit” for the role, as someone “known for being bold, adventurous, fun and authentically ‘different'”.
Chatfield said: “I have absolutely loved taking on this new adventure and spending more time in the Northern Territory immersing my senses and learning more about the amazing things the NT has to offer during summer. Summer in the NT absolutely slays – there’s genuinely nothing like it.
“To be able to explore such a unique and gorgeous destination, help build a quirky new tech tool and experience a remarkably different kind of summer all in one; this might just be the best job I’ve ever had!
“I can’t wait to see how Aussies have fun interacting with ‘me’ on ChatNT, and hopefully I can help them plan the most unique summer holiday of their life.”
Tony Quarmby, executive director at Tourism NT concluded: “Here in the Northern Territory, we know that summer looks, sounds, smells, tastes and feels different, and we are thrilled to have joined forces with Abbie and Microsoft to launch ChatNT – a tool that will showcase how truly unique a summer holiday in the NT can be.”
Tourism NT is the latest to drop new work, after Tourism WA launched its ‘Drive the Dream’ brand platform, featuring Australian Formula 1 driver Daniel Ricciardo, in September.
Last month, Hollywood’s Mark Webber directed South Australian Tourism Commission’s newest work, while Tourism Tropical North Queensland recently appointed indie agency Supermassive as its creative partner for an upcoming global project.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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