The Challenge
The Marine Retailers Association of the Americas (MRAA) is the leading organization serving boat and engine dealers, marinas, and other marine industry businesses. MRAA faced three key challenges: difficulty efficiently delivering up-to-date information to members, limited real-time insights into member needs and concerns, and a time-consuming process for gathering member feedback and identifying trends.
The Solution
MRAA partnered with Betty to create AIMIE (AI for Marine Industry Education), an intelligent assistant designed to enhance member engagement and streamline access to MRAA's content for the boating industry. Trained on MRAA content and integrated into MRAA's website and member portal, AIMIE provides 24/7 access to information, directing members to answers and resources quickly and seamlessly. AIMIE also serves as a powerful tool for gathering real-time insights — every interaction is logged and analyzed, providing MRAA with valuable data on member needs, challenges, and trending interests.
