KETI – Konzum’s AI Assistant

From naming and identity development to a 360° campaign, we created an AI shopping assistant for Konzum that makes everyday shopping easier, more personal and smarter

What shall we cook today? What are we still missing from our shopping list? How can we plan meals for the entire week while making the most of our time and budget? Everyday life is full of small questions and decisions that may not seem significant, yet often take up more time than we would like. That is exactly where Konzum’s AI shopping assistant comes in, available via WhatsApp.

Konzum, a Croatian retail chain with more than 600 stores across over 300 cities and towns, is part of the everyday lives of around half a million customers. To make their shopping experience even easier, Konzum decided to develop a new digital assistant.

To make their shopping experience even easier, Konzum decided to develop a new digital assistant.

Our task was to introduce her to the public and bring her closer to potential users. This meant creating her name, verbal and visual identity, as well as developing a communication platform and campaign that would showcase the new service’s capabilities and encourage users to start a conversation with her.

Although the shopping assistant is powered by artificial intelligence, we did not want to present her as just another technological novelty or a tool that simply answers questions. Users need assistance that is reliable, friendly, quick and practical, an assistant that understands the context of their needs and helps them get things done.

The key insight was that the assistant’s connection to Konzum’s ecosystem and MultiPlusCard enables her to provide more relevant and personalised suggestions and advice, reflecting customers’ actual habits and needs. This is something a conventional AI assistant or other information service cannot offer.

With this in mind, we envisioned the AI shopping assistant as a warm, approachable and resourceful companion, someone users can turn to whenever they need an idea, advice or practical help. Rather than putting technology in the spotlight and explaining how it works, we chose to show what it can do for people: save time searching, simplify decisions and make everyday tasks easier to manage. A friendly tone of voice, useful information and a touch of humour became the foundations of her personality and communication style. We named her KETI.

We then developed the platform „Keti pitaj, ne skitaj” (“Ask KETI, don’t wander around”), along with her verbal identity, logo, standalone symbol, visual identity system and sonic signature. This was complemented by a complete communication platform, including the key visual and campaign messaging. Particular attention was given to ensuring that KETI maintained a recognisable character across all customer touchpoints, while allowing her communication style to adapt naturally to each medium.

In the TV campaign, KETI steps into familiar everyday situations and helps solve small problems we can all relate to. Across three produced TV commercials, humour, distinctive characters and spontaneous reactions bring her role to life without relying on conventional demonstrations of technology. For social media, we developed scripts for short UGC-style videos based on real-life situations and everyday micro-problems for which KETI can offer simple solutions.

In outdoor advertising and inside Konzum stores,

the creative idea gained an additional, interactive dimension. Conversations with KETI do more than invite users to start chatting – they encourage them to explore the store, discover products and rethink their shopping choices. In this way, the communication becomes an extension of the experience KETI offers in the digital environment: assistance that does not end at the phone screen, but continues where shopping actually happens.

Across all channels, our aim was to create one consistent impression: KETI is someone users can turn to without overthinking it, someone who knows the world of Konzum and knows how to help them navigate it more easily and intelligently. With a good assistant by your side, there’s less wandering around and more getting things done!