Toyota Motor Italia S.p.A.
MIA - Digital assistant
As part of the New Mobility Sales Process, Toyota chose to innovate its approach to customer experience by developing an AI Digital Assistant capable of guiding customers in choosing their ideal car.
THE CHALLENGE
Toyota was facing a clear challenge: to make the vehicle discovery process more digital without losing the human touch that characterizes the in-dealership experience. Traditional configurators and tools, while rich in information, often feel distant and fail to truly engage customers. The goal was to create an interaction that blended empathy and technology, offering a natural and personalized conversational experience capable of guiding each user in choosing their car just like a real consultant would, but with the scalability and availability that only digital can guarantee.
THE IDEA
We developed a hyper-realistic avatar named MIA that, through natural and empathetic interaction, transforms the vehicle discovery and configuration phase into a fluid, personalized, and memorable dialogue.
It is built on Unreal Engine 5 and Metahuman SDK, integrated with Microsoft Azure AI services. Thanks to Neural TTS/STT technologies, the digital assistant is able to:
- Understand and respond to the user’s natural language
- Adapt the conversation to the customer’s profile
- Present Toyota products and services clearly and in a personalized way
- Provide detailed information about the vehicles.
Interactive process
Toyota was looking for a solution that combined visual realism, conversational artificial intelligence, and advanced profiling capabilities, capable of offering both free-form and guided multiple-choice interactions.
The Toyota Digital Human sets a new standard in the digital sales experience: an assistant that combines empathy, realism, and artificial intelligence, guiding customers throughout the entire journey of discovering and choosing their car.
Beyond the Experience
At the end of the interaction, the user provides their contact details, turning the conversation with the digital assistant into a first tangible connection with the Toyota world. This step not only enables a seamless handover to a real sales representative but also allows the brand to gather valuable insights into customers’ needs, preferences, and behaviors. In this way, the digital experience does not end with product discovery, but becomes the starting point for a long-lasting and increasingly personalized relationship.
