A large food brand had already run a first version of an AI-powered recipe recommendation chatbot — and while it performed reasonably well, nearly half of users were dropping off before ever seeing a result.

As Creative Director and Strategist, the brief was to rethink the experience from scratch rather than patch what existed. The core shift was moving away from a rigid, question-by-question format to a more natural, open-ended conversation that surfaced recommendations from the very first turn. The redesign also overhauled how a large pool of supporting content that included influencer recipes, lifestyle videos, parenting tips, was woven into the experience, ensuring every piece felt contextually relevant rather than bolted on.

The result: completion rates jumped from 59% to 88% across 12,000+ sessions, average turns were halved while data collection actually improved, and the content library grew by 65%.