With delinearization, audience fragmentation, and the new habits of Millennials (in the broadest sense, which also includes the youngest generation, Generation Z), the visibility of public service media requires both content innovation and new online social interactions. It is a question of capturing attention by making the source of online content recognizable (akin to an inbound marketing strategy). Ultimately, the main objective of this project is to reach younger audiences by implementing a conversational tool, such as a chatbot.

To this end, the Medi@LAB-Genève institute of the University of Geneva will first conduct a twofold survey (semi-directive interviews and an in-depth survey on practices), in order to define the functionalities of a chatbot tailored to the specific needs of the media partner, RTS, as well as to the target audiences. They will then conduct a state-of-the-art analysis of the innovations being developed around chatbots and artificial intelligence, drawing notably on their extensive international networks. Lastly, they will define, in synergy with RTS, the optimal methodology for targeting young audiences who are essentially connected to social platforms. The result should be a conversational tool that will be developed by students from the Computer Science Center (CUI) of the University of Geneva, under the supervision of the project coordinators and the guidance of RTS. By the end of the project, this chatbot will be deployed, tested and evaluated.

Demo and project presentation

“MILBOT” demo
“MILBOT” project presentation
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Watch on YouTube

Keywords :
public service media, audiences, conversation, millennials, chatbot
Original title

Projet MILBOT – Millennials et service public : converser et créer du lien à l’aide du robot


12 months

People involved

Principal investigators

Prof. Giovanna Di Marzo Serugendo (UNIGE)

Prof. Patrick-Yves Badillo (UNIGE)



Philippe Amez-Droz (UNIGE)

Laura Puglisi (UNIGE)

Ashley Caselli (UNIGE)

Mariama Mané (UNIGE) – Livrable 2


CUI students (UNIGE)

Aloïs Allombert-Maréchal

Antoine Bellanger

Kimmy Costa

Stella Delpiazzo

Heloise Piguet

Tiffany Tarab


Medi@LAB students (UNIGE)

Sabrina Amara

Linda Boson

Candice Couvé

Tiffany Cudré-Mauroux

Delphine Dubois

Leonardo Enna

Pauline Fournier

Titouan Girard

Alexandre Goumaz

Christophe Jornod

Nikita Kavoun

Baptiste Leduc

Estelle Lligona

Lionel Nendaz

Camille Pictet

Audrey Rodesch

Manon Saint-Girons

Guillaume Souyri


Media experts

Christophe Schenk (RTS)

Amélie Boguet (RTS)

Eric Borgo (RTS)

Academic institution

Medi@LAB-Genève (UNIGE)

Computer Science Center – CUI (UNIGE)

Media partner

RTS – Radio Télévision Suisse (SRG) – RTSinfo


This project started in January 2021 and has been completed

Related call for projects

Helping media build stronger ties with the public and enhance its engagement” (2019)