Tourism NT Recruits Abbie Chatfield To Launch ChatNT

Tourism NT has launched ChatNT, an Australian-first AI innovation fronted by media personality Abbie Chatfield, who simultaneously takes up the post as Tourism NT’s ‘Chief Sensory Officer for Summer in the NT’.
A tongue-in-cheek play on Abbie’s last name, ChatNT is the love child of Chatfield and Tourism NT. ‘She’ is an AI travel expert with a twist that offers inspiration and advice from Abbie for Australians interested in planning the ultimate summer holiday done differently in the NT.
ChatNT is the first time an Australian brand has used OpenAI’s GPT-3.5 model via Microsoft Azure OpenAI Service – which also gives Azure customers access to the tech behind ChatGPT – to generate celebrity-like conversations and interactions with audiences.
Whether it’s the iconic Red Centre or tropical Top End, ChatNT – empowered by Abbie’s personality and knowledge – can advise any traveller on where to go, what to do, and how best to spend their summer holiday in the NT.
ChatNT interacts in Abbie’s signature tone of voice and uses her favourite phrases, bringing her new role as ‘Chief Sensory Officer for Summer in the NT’ to life. Inspired by ChatGPT, ChatNT uses GPT-3.5’s advanced natural language processing capabilities to generate accurate ‘Abbie-like’ responses to questions about summer holidaying in the Northern Territory.
As someone known for being bold, adventurous, fun and authentically ‘different’, Abbie is a natural fit for the new ‘Chief Sensory Officer for Summer in the NT’ role.
To get her feet under the proverbial desk of her new role, engage her senses, and provide authentic responses to train ChatNT, Abbie was tasked with uncovering how summer can be done differently in the NT – from springing into an early summer holiday and escaping the hustle and bustle of southern crowds, to exploring natural wonders and cultural experiences across the Top End and Red Centre.
Abbie’s summer-long role has already seen her travel across the Territory with the planning help of ChatNT.
So far she’s explored the vibrant street art scene of Darwin, bathed in crystal-clear waterfalls at Litchfield National Park, hopped between outback beaches in the West MacDonnell Ranges and marvelled at wildlife and ancient Aboriginal rock art in Kakadu.
“I have absolutely LOVED taking on this new adventure and spending more time in the Northern Territory immersing my senses and learning more about the amazing things the NT has to offer during summer. Summer in the NT absolutely slays – there’s genuinely nothing like it” Chatfield said.
“To be able to explore such a unique and gorgeous destination, help build a quirky new tech tool and experience a remarkably different kind of summer all in one; this might just be the best job I’ve ever had! 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”.
“Here in the Northern Territory, we know that summer looks, sounds, smells, tastes and feels different, and we are thrilled to have joined forces with Abbie and Microsoft to launch ChatNT – a tool that will showcase how truly unique a summer holiday in the NT can be,” said executive director at Tourism NT, Tony Quarmby.
Latest News

Gumtree Appoints G Squared To Drive Search
Digital consultancy G Squared has been appointed by leading online marketplace Gumtree to drive search and deliver improved customer experiences across the platform. Lead Image: George Photios, director at G Squared. Gumtree appointed G Squared following a multi-agency competitive pitch, with the Sydney-based independent tasked with managing search engine optimisation through organic search, as well as […]

“Maybe Stop Having More Kids With People You Just Met” – Tammy Hembrow Roasted By Followers Following Engagement
It was like a scene from a fairytale – on a secluded sunset-lit beach, YouTuber Tammy Hembrow’s boyfriend Matt Zukowski got down on one knee and asked her to marry him. The blonde beauty then breaks down in happy tears, before saying yes and embracing the Love Island Australia star. She then posted the scene […]

New Business Wins For we scout
Independent creative communications agency we scout has been awarded the consumer PR brief for Renault Australia’s launch of the Kangoo E-Tech and the Megane E-Tech, as well as winning work with Markot and SuperPark Australia following a series of competitive pitches. Lead Image: L-R – we scout co-founders Annabelle Jones & Lori Susko. “Partnering with […]

dentsu Forecasts 2024 Global Ad Spend To Grow By 4.6%
The latest dentsu Global Ad Spend Forecasts, covering 58 markets across the globe, shows advertising spend will expand by $33.0 billion in 2024 to reach $752.8 billion. This represents a 4.6 per cent growth year-over-year for the ad industry – much faster than the pace seen in 2023 (+2.7 per cent vs. 2022). However, media […]

JOLT Partners With Polestar On New Campaign Debunking “Range Anxiety”
JOLT has partnered with Polestar to launch an integrated, customer insight-led campaign celebrating Polestar drivers’ ‘Electric Living’ on the road whilst debunking ‘range anxiety’ – the common barrier to electric vehicle (EV) ownership, through a dynamic, data-led approach. The campaign harnesses the aligned values and synergy between Polestar and JOLT, with both brands dedicated to advancing […]

Superloop Connects With Zenith Australia On Media Account
Challenger Internet service provider Superloop has appointed Zenith Australia to manage its media strategy, planning, buying and research across all channels as it scales its business for more growth. The appointment signifies the consolidation of the account under Publicis Groupe, with Leo Burnett already managing the creative duties for the brand, launching the ‘Refresh Your […]

Acast Total Payout To Podcasters Surpasses $30M
Acast has delivered podcast creators returns of AUD $31 million in Australia and New Zealand since launching locally in 2017. Furthermore, Acast now boasts more than 31 million monthly listens in the region, propelled by a series of local podcast signings in 2023 that have further fuelled the region’s burgeoning creator economy. Acast is committed […]

Doritos Champions Infamous Orange Dust In New Campaign Via VaynerMedia, TRIO & Mango Communications
There's three absolute givens at any B&T bash - the Jatz, the Dorito and the fruity lexia.

Alan Jones Threatens To Sue Nine Papers Over Indecent Assault Allegations
Why does B&T get the feeling that Alan might actually enjoy a stint in an all-male prison?

Adobe: Calming Rhythms, Nostalgia & Wonder & Joy Set To Dominate Creativity
Be first to read the Adobe Creative Trends 2024 Report here. And there's sparse news for fans of the knickerbocker.

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]

Tennis Bad Boy Nick Kyrgios To Create New Athlete Content On OnlyFans
Tennis brat takes time off from embarrassing the nation to reveal new social media initiative.

Before Adland: The Media Store’s Sam Cousin’s Journey From Parisienne Nanny To Chief Strategy Officer
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.

Thursday TV Ratings: Seven’s Big Bash Debuts To Sluggish 318K
The fact that it's December, meteorologically confirms summer is officially here. Cricket just gives it a nudge along.

Spotify CFO Walks As Problems Grow For Streaming Giant
Spotify CFO heads for the Spotify exits. Has requested "Don't You Forget About Me" as preferred leaving song.

TV Reporter Gives Withering Takedown After Being Fat Shamed Live On Air
Haven't yelled "you go, girl" for some time now? Clear the throat and ready the fist pumps with this overnight news.

BBC Presenter Left Red-Faced After Sticking Middle Finger Up LIVE-ON-AIR!
B&T warns this article contains gesticulations readers may find offensive. Yet, nothing you don't see driving every day.

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]

OMG’s Annalect First To Get Meta’s Advanced Analytics
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]

Foxtel Wins Exclusive Multi-Year Rights Extension With International Cricket Boards
Are you such a weird cricket tragic you even watch games when NOT played in Australia? Foxtel has exciting news for you.

News Corp Launches One-Off Taylor Swift Mag Ahead Of Aussie Tour
Thought we'd reached peak Tay Tay overload? News Corp declares "f@ck that" with a new print iteration.

It’s Quiz Time: Team B&T Got 100% – Can You?
Take B&T's Friday trivia, outrageously cheat, & go into the draw to win a $100 booze voucher! Alcohol & con artistry!

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]

wildbean cafe Launches Cheesy New Campaign Via Ogilvy
B&T feels like we're cheating on our barista with this news. And, for that, we'd like to apologise to 7-Eleven too.

Chris Freel Announces Departure From UnLtd
UnLtd boss, Chris Feel, announces departure after six years. Says he won't miss those shithouse industry cricket games.

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]

Reddit Recap Reveals That Aussies Went Nuts For The Tillies, Eurovision And, Erm, Finance
Reddit reveals its hits and its misses for 2023. Oddly, Meghan strangely absent from either list.

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Spikes Asia Announces Its 2024 Jury Line-Up
This is a wake-up call to start planning your 2024. Even more so if 2023 turned out a badly planned disaster.

Assembled Media Inks TikTok Creator Campaign for BIC
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]

Wednesday TV Ratings: Aussies Sign Up For Taronga Zoo
With animals proving a ratings winner for the networks yet again, we're expecting odd marsupial cooking mash-ups soon.

If You Can’t Beat The System, Cheat The System: Hardhat Launches ‘Cheat Codes For Challenger Brands’.
Independent creative and CX agency Hardhat has launched an Australian-first suite of growth accelerators; ‘Cheat Codes for Challenger Brands’.

Melinda Petrunoff: Pinterest Predicts Is A “Cheat Sheet” For 2024
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

VOZ Enters Final Phase Of Total TV Viewing
This headline can be made so much more appealing by reading it with a Darth Vader-like inflection.