INFINITI

Aimi

An AI-powered digital assistant for INFINITI

How do you create a digital person to represent an entire brand? INFINITI aimed to elevate its website beyond a simple chatbot by introducing a digital human, and I took over the project when it had stalled, directing the visual design of both the digital persona and interaction interface. The arrival of AI transformed Aimi from a limited tool into a highly knowledgeable, engaging conversationalist—so capable that her abilities had to be carefully constrained—greatly expanding what was possible. I inherited an early, fragmented draft of a a user interface that needed additional functionality, a new chat mode, improved usability, and substantial visual refinement, and, working closely with UX while directing a UI designer, we defined flows and scenarios that allowed Aimi to deliver maximum value within tight asset and technical constraints. Build limitations drove multiple revisions and increasingly capable variants, requiring seamless support for voice and text interactions across breakpoints, consistent interaction language, multiple chat-logic paths, and intuitive motion detailing.

The results were strong: the client adopted Aimi for a second market (Canada), which meant it had to be readied for both English and French interactions. Inside of Critical Mass, it piqued the interest of global leadership and was at the point of making hailed as ‘the first of its kind’ within the agency globally. 

The performance performance metrics include an 18% increase in click-throughs to local test-drive sign-ups and a 33.2% increase in click-throughs to the regional selector from users who found answers through Aimi.

ROLE
CREATIVE DIRECTION

SKILLS
CREATIVE DIRECTION • PRODUCT DESIGN •
DESIGN SYSTEM

PROJECT TYPE
AI ASSISTANT

Hear Aimi talk about how she got to look the way she does.

Hear Aimi talk about how she got to look the way she does.