The reply contains a part of a music lyric that matches the mood of the tweet. It also includes a Spotify link so that people can immediately listen to the song, and a link to the full lyrics. And the cherry on the cake, if the artist played on one of the festivals sponsored by Proximus, a hashtag of that festival is added next to #Proximus and #CloseToMusic.

Pivott could have hired people to do all this manually but it would have been a titanic job and thanks God they used the ultimate technology mix! The different technological tools of Music mAIstro work together in concert: one checks the politically-correctness of the language, a second one makes sure the reply is in the right language, a third one constantly scans the top hit artists database, and the last one looks for tweet-keywords matching lyrics-keywords.