CASE STUDIES
The bot quickens: how a Boomer crime show used AI to woo Gen Z
23 avril 2025
At SWR X Lab, the innovation arm of Germany’s Südwestrundfunk (SWR), a crack team of creatives has done something unexpected with one of Germany’s oldest TV institutions – ‘Tatort’.
Tatort (literally ‘crime scene’) is a long-running detective show that’s been dishing out whodunnit intrigue since the 1970s. It’s part of the national fabric, but while the over-50s remain steadfastly loyal to the brand, younger Germans are only vaguely aware of it.
Determined to woo this notoriously discerning audience, SWR developed a chatbot-powered, choose-your-own-adventure online game.