How to Go Beyond the Bot

Written by in Strategy on

From Sephora and Barbie, to Burger King, the Washington Post, Poncho and Microsoft, brands in varying verticals are building AI bots that can ‘meet’ and be of service to the billions of users on mobile messaging apps and social platforms.

What is driving the rise of the bot, and how can brands go beyond the bot to satisfy today’s consumer?

The Perfect Storm

There is no question that language and communication have evolved. Long-form content has given way to short form, the phone call to the text, SMS to MMS, and most recently, typed text to emojis and other pictorial moment to moment communications like Snapchat.

These simplifying shifts in on-demand communication coincide with the ‘uberfication’ of consumers that crave products, information, and services that can meet them in moments of want or need.

The growth of natural language processing and artificial intelligence driven by machine and deep learning neural networks couldn’t be better timed: It can automate the previously impossible task of meeting consumers in each and every single on-demand moment.

These on-demand moments increasingly take place on messaging and social platforms like WhatsApp, Kik, Slack, or Twitter because they have become the dominate way users consume content online. The rise of responsive site design has improved mobile browsing, but users increasingly experience the web via mobile social and messaging apps that give context to content from friends, celebrities, influencers, and brands.

With so many of these moments taking place on messaging platforms, brand marketers and tech startups alike are looking for automation and integration opportunities that provide frictionless consumer experiences and improve customer service. Cue the rise of the personalized messaging bot.

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