Project: Army Answers

What is Army Answers? Great question. You can ask the tool and it will say: Army Answers gives you the latest information about the Army across hundreds of topics along with first-hand accounts of Soldier experiences. You’ll get the most accurate details and a look into Army life straight from those wearing the uniform.

I wrote that response and a handful of others including the welcome message, error states, edge cases, ‘ways out’ messages, and ‘try asking’ prompts. I provided direction on tone, voice and writing guidelines to help train the AI agent, so responses were clear and consistent with the Army brand. I reviewed hundreds (and hundreds) of system responses and led our copy team in editing down thousands of Soldier quotes from interview transcripts.

Army Answers is an opportunity for prospects to ask anything they want to know about the Army and life as a Soldier and get information and actual input from Soldiers, straight from the source versus turning to the rabbit hole (foxhole?) that is Google or Reddit. Our MVP experience went live July 2026 with post-launch optimizations and enhancements already in the works to be deployed in the following weeks with the larger vision for it to one day be fully agentic.

Website | AI Experience

Agency: Critical Mass (Chicago) | Team TBWA
GCD: Keith Henneman
Sr. AD: Velina Ilieva
CW: John Forsyth
+ Content/Strategy/UX/Dev/Etc.