A Christmas campaign by Action for Children is seeing artificial intelligence tech deployed in a pop up store to help donors choose the present they want to give a child in need.
Action for Children is using artificial intelligence (AI) in its Christmas pop-up store to help visitors choose a secret Santa gift for a disadvantaged child. The store is open in Covent Garden, London, until 18 December in the run up to Christmas. It offers shoppers the chance to be a secret Santa for a vulnerable child and buy gifts ranging from a Christmas present, a hot meal or a safe place to sleep. This can be bought by the shoppers or on behalf of someone else and features an artificial intelligence gift predicting machine developed by Capgemini Applied Innovation Exchange.
Have you paid a visit to our Secret Santa pop-up store yet? It feels like a winter wonderland with crafts set up and our lovely volunteers there to greet you with mulled apple juice and mince pies. You could help a vulnerable child in the UK have a safe and happy Christmas. pic.twitter.com/tazJlO4cYu‚Äî Action for Children (@actnforchildren) December 10, 2019
The technology, called Christmas.Elf.ai, presents images of different gifts. The jollier the viewer responds to the images decides which gift is recommended to give. "So, for instance, if seeing a child opening a present makes you smile the most, you will be recommended to buy a present for a child that would otherwise go without this Christmas," says Action for Children. "However, if your eyes light up at the sight of a delicious Christmas dinner, you may wish to buy a hot, nutritious meal for a child in need." The charity added: "We’re so excited to be launching another way of giving people the opportunity to get involved and help children in the UK. They won’t know who it was that made sure they were fed, or that they felt loved, but you’ll know that you’ve made their Christmas that little bit brighter."
In addition visitors to the store are presented with a takeaway Instagram filter. Action for Children’s festive promotion also includes an online retail campaign featuring celebrity designed clothing. Each item has slogans such as ’happy’ and ’safe’ and has been created by among others Lisa Snowdon and Stacey Solomon.