The Digital Impact Award
2024
Nominee
Finalist
Shortlist
Winner
Alma, your Virtual Companion
Slovenian Tourist Board
The "Alma, Your Virtual Companion" project was developed to redefine user engagement on the Slovenian Tourist Board's (STO) portal, slovenia.info. The key goal was to inspire potential visitors by providing personalized, AI-driven guidance, tailored recommendations, and real-time updates—all while reflecting the unique character of Slovenia.
AI Alma was named after Alma M. Karlin, a world traveller and “influencer” of her time, known for her courage and curiosity:
https://www.slovenia.info/en/stories/alma-m-karlin-all-round-world-traveller
It was designed not only to be an AI assistant but in more and more a digital persona. Through this distinct personality, Alma cultivates emotional connections with users, encouraging exploration by providing insightful tips and expert recommendations for a range of interests.
The project has significantly enhanced slovenia.info, creating an engaging, informative experience available 24/7 across multiple languages. Launched in late May 2024, the Alma virtual travel guide project stands out as:
- One of the first AI assistants in the Slovenian tourism sector
- Among the few AI assistants in Europe, distinguished by its intelligent integration with the website’s search engine.
Alma not only increases STO’s productivity but also plays a critical role in influencing travel decisions, making the slovenia.info portal a trusted digital gateway for visitors worldwide.
Judges Comments
The thinking behind Alma really stands apart from anything else like it. Whilst Alma is an AI powered conversational tool at the core, it is so much more than that both in name and function.
The user experience is clean and well laid-out, offering a functional side-pane to discover more content. From the inviting Alma chat icon throughout the entire slovenia.info site to the rich display of results which adapt in real-time as you discuss travel ideas, not forgetting the natural language conversation which makes content discovery both accessible and intuitive as well as enjoyable and relevant.
Whilst a number of other destinations have developed AI powered chatbots over the last couple of years, none have taken it this far with deep-level integration with the website's content and features. What sets Alma apart however is Alma herself. The decision to name Alma after a famous Slovenian explorer who made a name for herself in the early 20th century is a really nice touch and adds a glimmer of humanity to an experience driven by AI.
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