Norton Genie
BIMA Award Winner 2023: Best use of AI
Leading an AI-powered product to market
In response to online scams becoming more sophisticated, Norton created Genie — a free-to-use, AI-powered scam detector. Alongside Norton security experts, I lead the team tasked with designing an intuitive user experience that did justice to Genie’s AI powers. The product launched to market in just 14 weeks and is now at over 1million installs.
Introducing a new kind of conversation
Working with data scientists, I helped define the conversational experience — including prompt writing and refinement — that leveraged Genie’s AI capabilities to deliver a truly useful service.
I crafted in-app UX copy for market launch, as well as the marketing website content. I also scripted and produced the key launch video. And, as Norton looked to engage a new demographic, I worked with brand leaders to develop a younger, tech-savvy cousin brand identity for Genie, with its own principles, tone and voice.
A successful launch
Within six months, Genie smashed its app install targets, and has now received 1M+ scam submissions. Crucially, it also set the standard for AI-powered product innovation within Norton, and established a future direction of travel for this global leader in online security.
Key takeaways
AI product innovation requires focus on solving customer problems, ahead of leveraging emerging tech because it’s fashionable and exciting.
Businesses maintain customer engagement when they focus on leveraging AI meaningfully in the space where it offers genuine value.
A new product and brand should be developed and launched as one, not on separate tracks.
With clear purpose, and singular ambition, large organisations can move faster than they might think.