Vehicle exploration
Users ask questions in natural language and receive relevant explanations about the Peugeot 2008, its features and everyday use.
Retoba case study · Automotive conversational AI
Peugeot 2008
AI Ambassador
Turning vehicle discovery into a natural conversation — and digital interest into qualified sales opportunities.
Project overview
A digital sales advisor that makes vehicle research personal
The Peugeot 2008 AI Ambassador is a conversational interface developed by Retoba with Peugeot Slovenia. It gives prospective buyers a direct, intuitive way to explore the vehicle, ask detailed questions and understand which version could best match their mobility needs.
Instead of navigating multiple pages, specifications and brochures, users can describe what matters to them and continue the discussion through follow-up questions. The ambassador translates product knowledge into clear, brand-aligned dialogue and guides interested users towards the next step in the buying journey.
The experience
From an open question to a more confident decision
Needs-based guidance
The ambassador helps connect personal mobility needs and preferences with an appropriate vehicle version.
Reduced information overload
Complex product information becomes a focused dialogue shaped by what each prospective buyer actually wants to know.
Path to conversion
The conversation supports the early buying phase and directs qualified interest towards an offer and other meaningful next steps.
Retoba approach
Automotive expertise, structured for dialogue
Retoba engineered the assistant around curated Peugeot product knowledge, advanced language models and behavioural instructions that define its role, tone and conversational boundaries. This enables precise, understandable answers while preserving the identity of the Peugeot brand.
The experience bridges marketing and sales: it provides immediate value to users while revealing the questions, priorities and intent behind vehicle research. The project shows how a digital brand ambassador supports a high-consideration purchase without reducing the experience to a static product configurator.
Peugeot 2008 AI Ambassador project presentation
Conversation intelligence
The relationship continues after the purchase
Analysis of user discussions showed that the Peugeot 2008 AI Ambassador had moved beyond its original role in the pre-purchase journey. Owners also turned to it after buying the vehicle for practical explanations, technical guidance and help with instructions for use.
This extended role strengthens the relationship between the customer and the brand: the same conversational interface supports exploration, purchase decisions and everyday ownership without forcing users to search through disconnected information sources.
Shape Peugeot's offer
Questions and voluntarily shared needs reveal what buyers value, helping Peugeot refine its propositions, features and the way different vehicle options are presented.
Improve Peugeot services
Recurring requests and post-purchase questions show Peugeot where guidance, ownership support and customer services can be made clearer and more useful.
Strengthen Peugeot marketing
Real customer language and intent give Peugeot evidence for more relevant messages, content priorities and communication throughout the customer journey.
Documented impact
Conversation translated into stronger commercial outcomes
30%increase in sales opportunities
28%increase in prepared offers for the Peugeot 2008
3+ minaverage interaction with the AI Ambassador
Following the positive experience and proven results of the Peugeot 2008 project, Peugeot and Retoba expanded the concept by launching an AI Ambassador for the new Peugeot 3008.
Recognition
A Slovenian innovation recognised at home and internationally
Peugeot Awards 2024
Winner · Disruptive Practices
European Excellence Awards 2024
Finalist · Automotive & AI in Communication
WEBSI Awards 2024
Third place
SEMPL Awards 2024
Finalist
Primary and independent sources
Read more about the project
- Peugeot SloveniaOfficial introduction to the first AI-powered automotive chatbot in Slovenia
- IAB SloveniaPeugeot Awards, European Excellence Awards and WEBSI recognition for the Peugeot 2008 AI Ambassador
- AvtomanijaGlobal Peugeot recognition and documented commercial results of the Slovenian innovation
- FinanceHow the first Slovenian automotive AI conversational interface differs from a conventional chatbot
- iPROMPeugeot 2008 as an internationally recognised conversational marketing case study
- Sales SummitHow the Peugeot 2008 AI Ambassador transformed automotive marketing and digital sales
- Peugeot on LinkedInPeugeot social announcement of the international recognition
- SEMPL AwardsVirtual AI Ambassador for the New Peugeot 2008 · 2024 finalist
- European Excellence Awards2024 finalist listing · Automotive and AI in Communication
- SMK 2024“Dialogue with a digital ambassador” · project presentation by Gregor Draksler and Simon Cetin
- Marketing MagazinOriginal magazine feature about the Peugeot 2008 AI Ambassador and its SMK presentation · PDF
- RTV SloveniaDetailed introduction to the first AI-powered automotive chatbot in Slovenia
- VečerNew approaches in automotive retail with a digital sales advisor
- AvtomanijaHow Peugeot created its AI-powered digital sales advisor
- TehnokratAward-winning Slovenian virtual assistant for the Peugeot 2008
- VolanPeugeot 2008 AI Ambassador recognised at the WEBSI Awards
- TerenecThird place at WEBSI 2024 for the Peugeot 2008 AI Ambassador
- Avto.infoPeugeot Slovenia receives the Peugeot Awards 2024 recognition
- Car and UserPeugeot presents Slovenia's first AI-powered automotive chatbot
- 24urThe first AI-powered automotive chatbot in Slovenia
- N1The Peugeot 3008 AI Ambassador extends the conversational concept pioneered with the Peugeot 2008
- Žurnal24Peugeot Awards recognition and documented commercial results
- Marketing MagazinPeugeot opens a new chapter in conversational marketing
- SuperznamkaThe connection between AI, marketing and brand building
- Avtomobilizem.comSlovenian conversational AI for the Peugeot 2008
- Media MarketingInternational recognition for Retoba and Peugeot Slovenia
Experience the conversation