Genesis AI Concierge
Genesis, the Korean luxury automotive brand, needed to connect with a new generation of buyers—tech-savvy, discerning, and experience-driven. The challenge: deliver a digital-first interaction that felt as thoughtful and premium as their vehicles.
How does a luxury brand earn the loyalty of a new generation?
Today’s luxury consumers want more than elegance—they expect deeply personalized, seamless experiences from the very first interaction.
To meet these high expectations, Genesis set out to engage a digitally native audience in a way that felt intuitive, human, and distinctly premium.
We redefined what digital service could be, transforming it from a transactional touchpoint into a thoughtful, elevated extension of the Genesis experience.
Year
2024
Role
Creative Director
Agency
Razorfish
Creative Team
Toby Past
SVP, Executive Creative Director
Chelsea Andrews
Group CD
Caitlin Bauler
Creative Director
Jinhee Park
Associate Creative Director
Dan Bennis
Copy Creative Director
We created the Genesis AI Concierge: a digital experience that feels less like navigating a website — and more like having a conversation with a trusted expert.
Using natural language technology, dynamic content, and a voice tuned to Genesis’ brand personality, the Concierge guides customers through discovering the perfect vehicle for them — based on their needs, desires, and lifestyle.
It’s fast. It’s seamless.
And above all, it’s deeply personal — a true evolution of digital-first, white-glove service.
The Genesis AI Concierge doesn’t just answer questions.
It anticipates them. It doesn’t just sell vehicles.
It builds relationships.
