The usage of design techniques in design processes is an important driver for the success of digital services. However, before using design techniques, suitable techniques need to be selected. With the continuous growth of the number of design techniques, the selection of appropriate ones becomes more difficult, especially for design novices with limited knowledge and expertise. In order to support the selection process, we propose design principles for the development of an advisory platform that interacts with design novices to suggest design techniques for different design situations using artificial intelligence (AI) techniques. Specifically, we leverage conversational agents, recommender techniques, and taxonomic background knowledge to conceptualize and implement an AI-based advisory platform. Following a design science research methodology, we contribute design knowledge for the class of advanced advisory platforms. Furthermore, from a practical point of view, we help design novices with our implemented advisory platform in the contextualized selection process of design techniques.