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Tommy Hilfiger partnered with developer msg.ai and Facebook Creative Shop to develop a unique Messenger experience and the first artificial intelligence (AI)-enabled conversational commerce bot for a big brand.

Moments after the debut of its latest fashion line, #TOMMYNOW, the design house launched its TMY.GRL bot for Messenger, which allowed people to purchase items featured in the show right off the virtual runway.

Read more: Tommy Hilfiger – From catwalk to commerce with Messenger