Abbie Chatfield becomes an AI in Tourism NT’s latest campaign

SUPPLIER: Helen Orr
Edited by Travel Weekly


    Tourism NT has launched ChatNT, an AI innovation fronted by media personality Abbie Chatfield, who simultaneously takes up the post as Tourism NT’s ‘Chief Sensory Officer for Summer in the NT’.

    A tongue-in-cheek play on Abbie’s last name, ChatNT is the love child of Chatfield and Tourism NT. ‘She’ is an AI travel expert with a twist that offers inspiration and advice from Abbie for Australians interested in planning the ultimate summer holiday done differently in the NT.

    ChatNT is the first time an Australian brand has used OpenAI’s GPT-3.5 model via Microsoft Azure OpenAI Service – which also gives Azure customers access to the tech behind ChatGPT – to generate celebrity-like conversations and interactions with audiences.

    Whether it’s the iconic Red Centre or tropical Top End, ChatNT – empowered by Abbie’s personality and knowledge – can advise any traveller on where to go, what to do, and how best to spend their summer holiday in the NT.

    Burrungkuy Rock Art Tour, Kakadu National Park 1

    ChatNT interacts in Abbie’s signature tone of voice and uses her favourite phrases, bringing her new role as ‘Chief Sensory Officer for Summer in the NT’ to life. Inspired by ChatGPT, ChatNT uses GPT-3.5’s advanced natural language processing capabilities to generate accurate ‘Abbie-like’ responses to questions about summer holidaying in the Northern Territory.

    As someone known for being bold, adventurous, fun and authentically ‘different’, Abbie is a natural fit for the new ‘Chief Sensory Officer for Summer in the NT’ role.

    To get her feet under the proverbial desk of her new role, engage her senses, and provide authentic responses to train ChatNT, Abbie was tasked with uncovering how summer can be done differently in the NT – from springing into an early summer holiday and escaping the hustle and bustle of southern crowds, to exploring natural wonders and cultural experiences across the Top End and Red Centre.

    Abbie’s summer-long role has already seen her travel across the Territory with the planning help of ChatNT.

    So far she’s explored the vibrant street art scene of Darwin, bathed in crystal-clear waterfalls at Litchfield National Park, hopped between outback beaches in the West MacDonnell Ranges and marvelled at wildlife and ancient Aboriginal rock art in Kakadu.

    Litchfield National Park helicopter

    Commenting on her role as ‘Chief Sensory Officer for Summer in the NT’ and the ChatNT innovation inspired by her unapologetically unique character, Abbie 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!”

    Speaking of this announcement, executive director, Tourism NT, Tony Quarmby, said: “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.”

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