JBL makes decades of expert knowledge available round the clock: online, directly on the product and, in future, also in specialist shops
JBL is expanding its digital customer advice with the addition of an intelligent chat agent: CORY. This new digital expert gives you access to JBL’s specialist knowledge – built up over decades in the fields of aquatics, terraristics and garden ponds – all in one centralised, intelligent format and available at any time.
Unlike traditional chatbots, CORY does not merely answer individual questions or search through FAQs. CORY analyses individual situations, recognises any relevant contexts, explains possible causes and, based on this, develops specific, clear recommendations. The focus is not on providing the quickest answer, but on finding the best expert solution in the interests of animal welfare.
CORY stands for Care, Observe, Recommend, You. These four terms describe how the digital JBL expert approaches its task.
- Care: The welfare of the animals is its central focus.
- Observe: The specific situation, such as water parameters, behaviour, equipment, keeping conditions etc. are individually and expertly assessed.
- Recommend: This analysis leads to a series of practical and clearly-explained recommendations.
- You: A bespoke consultation for each individual user.
This makes CORY a new digital gateway to the world of JBL knowledge. You can use it anywhere: whether you’re at home in front of your aquarium, whether you’re busy setting up your terrarium, or when you have a question about your garden pond, directly on the product or in future on the shelves of our selected specialist retailers. The chat agent provides expert JBL advice exactly where it is needed.
More than just a chatbot: CORY is a chat agent
Traditional chatbots are often one-dimensional in design. They answer predefined questions, redirect users to service sections, search for orders or provide specific information from existing FAQ databases. CORY takes a different approach.
As an intelligent chat agent, CORY follows a clear advisory process. It first attempts to understand the user’s specific situation. It then analyses the information from a technical perspective, explains the background and derives a solution from this. The product recommendation is not the sole focus, but rather forms part of a clear and transparent advisory service.
If, for example, a user asks about unusual behaviour in their fish, CORY does not simply search for a suitable product. The chat agent considers possible causes, asks specific follow-up questions where necessary, and takes into account relevant factors such as water parameters, stocking levels, aquarium size, filtering and other keeping conditions. Only then does it provide a professional assessment with specific recommendations for action.
This means that CORY differs fundamentally from systems that bring together knowledge from a wide variety of sources, forums or opinion pieces. CORY is based on JBL’s consolidated expert knowledge. The recommendations follow a clear professional approach and a straightforward stance: the welfare of the animals is the top priority.
CORY isn’t just about knowledge. It is a principled approach.
Whilst traditional chatbots answer questions, CORY understands the bigger picture. As a chat agent, it combines JBL’s specialist knowledge, structured data and intelligent analysis to understand individual problems, explain the background and suggest specific solutions. In this way, JBL is digitising not just information, but the way its experts think.
All publicly available JBL knowledge in a single digital platform
CORY’s knowledge base covers the full spectrum of publicly available JBL expertise. This includes, amongst other things, product information, technical data, user manuals, FAQs, specialist articles, blog posts and advice articles, themed sections, other content from the JBL websites, as well as every spoken word from JBL TV episodes and JBL Wild Nature films.
This creates a central digital knowledge hub that brings together information from a wide range of JBL sources and makes it available for personalised advice. As a result, CORY is not only able to present individual pieces of content, but also to establish links between products, applications, problems and solutions.
For users, this means that JBL’s expertise is no longer provided solely via websites, PDFs, videos or individual product pages. It is transformed into a direct dialogue. Questions can be asked on an individual basis, answers are formulated in clear, easy-to-understand language, and recommendations are tailored to the user’s specific situation.
Round the clock advice: online, on the product itself and in specialist shops
A key advantage of CORY is its round-the-clock availability. The chat agent is not restricted by opening hours, service hours or a specific location. It can be accessed exactly when questions arise.
This does not apply solely to the JBL websites. CORY is designed so that it can also be accessed via products, digital access points or QR codes. This allows users to access JBL’s collective knowledge directly on the product, at home or whilst on the move.
Furthermore, CORY opens up new opportunities for specialist retailers. Selected JBL specialist retail partners will in future be able to integrate the chat agent directly on the sales shelf. This means that customers will have access to expert advice even during peak times or when they have very specific technical queries.
CORY does not replace face-to-face advice from specialist retailers. Rather, the chat agent complements expert advice and makes additional JBL knowledge available at any time. Particularly when it comes to complex questions about aquaristics, terraristics or garden ponds, CORY can help to explain the facts, make product selection easier and find the right solution more quickly.
Technological basis: structured data, OpenAPI and multi-agent technology
The launch of CORY is the visible result of extensive preparatory digital work. In collaboration with October Labs GmbH from Mannheim, JBL has structured the digital content from the JBL web systems and prepared it for modern AI applications.
To this end, a comprehensive product feed based on OAS 3.1 OpenAPI was set up. This brings together product data, blog and press information, FAQs, themed sections and advice pages, as well as other landing pages within the JBL website. The structured database comprises more than 6,000 links per locale variant and takes into account various LCID variants.
At the same time, an additional structured knowledge base for AI-based systems was published. This does not rely solely on traditional SEO mechanisms, but makes it easier for well-known chatbots and AI robots to crawl, interpret and utilise relevant JBL content.
In doing so, JBL is laying the foundations for a new form of digital knowledge transfer. Content is not only optimised for search engines, but is also specifically structured for intelligent systems that can understand questions, make connections and make knowledge accessible through dialogue.
The technical chat agent solution is based on the multi-agent technology from NEOCOM (Neo Commerce GmbH) . To do this, several specialised AI systems work together to contribute their respective strengths. This architecture enables CORY to analyse information, link knowledge and derive personalised recommendations.
The partners’ roles clearly complement one another: JBL provides the expertise, the methodology and the strategic direction. October Labs creates the structured database and the technical processing of JBL’s content. NEOCOM provides the multi-agent technology that enables intelligent dialogue with the user.
CORY marks a milestone in content marketing, marketing strategy and MarTech
With CORY, JBL is not merely introducing a new digital service. The chat bot marks a strategic step in the further development of the brand’s digital presence.
Over many years, JBL has published a wealth of specialist knowledge: in product information, guides, user manuals, themed sections, videos, FAQs and service content. Today this content marketing forms the foundation for a unique knowledge base.
With CORY, this knowledge is transformed into a new form of customer interaction. Static content gives rise to a direct, intelligent dialogue between JBL and the end user. This brings marketing strategy to life: knowledge is not merely acquired when a user visits a website or opens a document, but at the very moment a question arises.
At the same time, CORY represents a significant step forward in the field of marketing technology, or MarTech for short. The chat agent combines content, data structure, artificial intelligence, product advice and specialist retailer integration to create a new digital customer experience.
CORY brings together three key areas of our digital future: content marketing, marketing strategy and marketing technology. Over the decades, we have built up expertise in aquatics, terraristics and garden ponds, and made this available through thousands of product descriptions, guides, specialist articles, videos and service content. Today, this content marketing forms the foundation of a unique knowledge base. Together with our partner October Labs, we have structured and linked this knowledge, making it usable for modern AI systems.
For us, CORY is the logical next step in our marketing strategy. Knowledge is no longer confined to websites, manuals or specialist articles. It is evolving into a direct, intelligent dialogue with the end consumer.
At the same time, CORY represents the next stage in the evolution of our marketing technology. Whilst JBL contributes the specialist knowledge, approach and technical methodology, NEOCOM (Neo Commerce GmbH) provides the intelligent foundation for processing and utilising this knowledge through its multi-agent technology. We are creating a platform that makes expert knowledge accessible at all times and supports people exactly when they need help. In doing so, we are reaching an important milestone in our digital transformation and significantly expanding JBL’s presence in our customers’ everyday lives.
Matthias Wiesensee
Chief Digital Growth Officer, JBL
JBL makes expert knowledge accessible at all times
With CORY, JBL is making its expert knowledge available for the first time in a format that is personalised, dialogue-based and accessible round the clock. The chat agent supports pet owners with questions about aquariums, terrariums and garden ponds. It explains the wider technical contexts and helps them make better decisions for their animals and their habitats.
CORY is therefore far more than just an additional digital service. It offers a new way to access JBL’s expertise, provides support for end users, complements specialist retailers and is a key component of JBL’s future digital brand presence.
Whether online, on the product itself, or, in future, in specialist shops: CORY makes JBL’s entire expertise available at all times and supports pet owners exactly when they need guidance, advice and solutions.
