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Chat with Chatfield: Radio and TV star teams up with Tourism NT

Abbie Chatfield has scored a pretty sweet gig.

Source: Tourism NT

From TV to radio and podcasts, Abbie Chatfield has become a familiar face, and voice, for Australians over the past couple of years.

Now you can chat with the reality-TV favourite any time you like … but there’s a catch.

The Bachelor alum has teamed up with Tourism NT to promote the Northern Territory with the help of a truly modern tool: AI.

Dubbed ChatNT (a play on ChatGPT and Chatfield’s last name), Tourism NT’s new online service mimics Chatfield’s “unapologetically unique character” while offering travel ideas and advice for Australians keen to spend their summer holiday in the Northern Territory.

Chatfield, who has been named “chief sensory officer for summer in the NT”, said her new role might be the best job she’s ever had.

“Summer in the NT absolutely slays – there’s genuinely nothing like it,” she said.

“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!”

Chatfield’s new gig came with a paid holiday. Source: Tourism NT

Spruiking the Northern Territory on Instagram with picture-perfect images and videos of a recent trip, Chatfield said that although her posts are sponsored, her enthusiasm was genuine because she loves the region “so much”.

Tony Quarmby, Tourism NT’s executive director, told The New Daily Chatfield was the perfect fit for their new campaign:

“Abbie is well known across Australia for being bold, adventurous, fun, and authentically ‘different’, making her a great alignment for Tourism NT’s brand essence, ‘Different in Every Sense’.”

Tourism NT said ChatNT represents the first time an Australian brand has used OpenAI’s GPT-3.5 model via Microsoft Azure OpenAI Service to generate celebrity-like conversations and interactions with audiences.

Using Chatfield’s signature tone and favourite phrases, the AI technology generates ‘Abbie-like’ responses to questions about holidaying in the Northern Territory.

However, a disclaimer placed under ChatNT on the Tourism NT website warns the tool is “not intended to be relied upon as travel advice”.

“Users should exercise their own judgement and consult with a qualified expert before making decisions on the generated content,” the website reads.

Before beginning your conversation with ChatNT, you will be asked to select from a list of options such as ‘flowing waterfalls’ and ‘restaurants & bars’, or send a message outlining your interests, so the tool can more accurately predict what information you are after.

The AI technology mimics Chatfield’s bubbly persona. Photo: TND

But the technology stops short of pretending to be your all-around friend: If you ask questions unrelated to Northern Territory’s tourism attractions, the AI will focus on select words to bring the conversation back around.

For example, when asked whether ‘she’ prefers Marvel or DC, ChatNT replies: “Yass! The vibes are amazing! In the Top End of the Northern Territory, you can marvel at the natural wonders while treating yourself to a delicious bush food-inspired platter and your favourite drink.”

Chatfield’s latest venture comes after quitting her Hot Nights with Abbie Chatfield radio show earlier this year. She has since kept busy as host of the It’s A Lot podcast, host of Binge’s FBoy Island Australia and panellist on The Masked Singer Australia.

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