VW brands used various independent AI tools for customer insights, leading to inconsistent data and higher costs.
Lakmoos AI personas embedded into VW’s Sedcards, providing instant, representative responses for key segments.
Early testing showed the centralized tool could streamline brand insights and reduce redundancies, while maintaining high data accuracy and compliance.
Deep dive
Overview
Company
Volkswagen Group (VW)
Time
Q3 2024
Timeline
September: Pilot setup and configuration
October: Persona development and integration into VW Sedcards
November: Testing, showcase, followed by pilot assessment and potential broader rollout
Main goal
Explore integration of Lakmoos AI personas as a scalable, central insight tool for consistent, high-quality data across VW brands.
People involved
Skoda X: project management
Volkwagen: integration and frontend
Lakmoos AI: backend and API
100% cooperation happened online.
Who participated
Heroes of the project
"Whoever say corporates are slow to adopt innovation is simply wrong. This team managed to organise and implement a possible group-wide solution in two months from the first conversation. This shows exceptional ability to absorb innovation, which is in the current climate of the race of implementing AI for better productivity absolutely key."
Kamila, Lakmoos
1
Persona Interaction via Chat
Users could query personas, representing target customer segments in e-mobility within the Czech market.
2
Instant Feedback on Group Fit
Each answer included a “group fit” metric to ensure responses accurately represented the intended segment.
3
Data Compliance
With no additional datasets shared, Lakmoos operated fully within VW’s compliance guidelines.
The pilot utilized Lakmoos AI personas configured to represent key VW segments defined earlier in 2024. Embedded in VW Sedcards, these personas were designed to generate consistent, accurate, and timely customer insights.
“The AI chat is working, and as always, working with you has been a lot of fun. And we were fast, very fast. Light speed, or better Chuck Norris speed.”
Klaus, Global Brand Strategy, Volkswagen AG
1
Cost Savings
Centralized data through personas should reduce the need for multiple independent AI tools, with initial findings indicating reduced costs for brand-specific insights.
2
Time Efficiency
Pilot users should gain immediate responses, bypassing traditional data gathering and analysis delays.
3
Stakeholder Buy-In
A test group of VW stakeholders reported improved access to customer data and insights, demonstrating the tool’s strategic potential.
Centralized Insights
Accurate and Fast
Cost-Effective
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Expanded Persona Library
To support broader market insights, the persona library will need to grow to encompass more regions and topics.
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Data Integration
Ensuring ongoing compatibility with VW’s ecosystem while maintaining strict data protection.
Based on the pilot’s success, Volkswagen Group plans to explore a phased expansion across more segments and regions. This includes adding personas for other countries and strategic topics like autonomous driving. A broader rollout would allow the Volkswagen Group to further unify its customer insights, optimizing decision-making processes across all brands.