PROOF OF CONCEPT — 2024
Genesis
AI Concierge
About the Project
Genesis set out to explore how AI could transform vehicle discovery into a more intuitive, personalized, and distinctly luxurious experience. We envisioned an AI-powered decision engine that could bring the brand’s concierge ethos online—helping shoppers navigate complex choices while creating a new model for intelligent experiences across the Genesis digital ecosystem.
My role
Lead designer for the proof of concept, overseeing experience design, user testing, and refinement based on key findings.
Team
Chelsea Andrews — Group Creative Director
Todd Zerger — Group Experience Director
Caitlin Bauler — Creative Director
Dan Bennis — Creative Director (Copy)
Goals
Create an inspired decision engine that makes discovering the right Genesis feel effortless, engaging, and unexpectedly enjoyable. Beyond a single feature, the experience needed to establish a scalable foundation for future AI applications across the customer journey.
The Problem
Choosing a luxury vehicle had become overwhelming. Shoppers faced too much information, too many decisions, and little guidance tailored to their individual needs. At the same time, Genesis was experiencing declining brand familiarity and a 73% bounce rate on vehicle landing pages—signaling a clear disconnect between initial interest and meaningful exploration.
73%
Year-to-Date Vehicle Landing Page bounce rate
52%
of consumers are interested in AI-guided experiences.
— Survey Monkey, AI in the Customer Experience survey
60%
products and services using artificial intelligence make my life easier
— Ipsos
The Solution
We created the Genesis AI Concierge, a mobile-first proof of concept that transforms vehicle research into a guided, personalized conversation. Extending Genesis’s Son-nim hospitality philosophy into the digital experience, it helps shoppers compare vehicles, explore features, save favorites, and receive tailored GV80 trim recommendations based on their priorities.
Through guided scenarios and open-ended prompts, alpha testing evaluated the experience’s usability, content quality, and relevance. These insights helped validate the concept, refine the experience, and identify opportunities for future development.
Outcome
The work established a clear vision for how Genesis could use AI to create a more intelligent and human digital brand experience.
By connecting customer needs with business goals, the concept provided a strategic foundation for reducing decision fatigue, building brand and model consideration, and delivering more personalized experiences across the broader Genesis ecosystem.