To promote the Top Comic competition, in which unknown names in comedy vie for the title, SiriusXM launched an AI-powered digital comedian to tell jokes on command. On YouTube pre-roll, he created jokes based on viewers’ search terms. On Twitter, he responded to the hashtag #TellMeAJokeAbout, and on Facebook Live, he did a live stand-up performance based on audience comments. Viewers were then directed by “Keith” to the Top Comic site to vote for their favourite amateur comedian.