Chat bots have recently been launched for Facebook’s Messenger app. While still new, this technology has the opportunity to change the brand experience for consumers. Let’s dive in.
Back in April, Facebook announced its Bots for Messenger platform. It presented a world where bots could simplify administrative tasks on everything from reservations to banking. The reality, as of now, is that the bots are not that intelligent. Yet.
Two Major Shifts in Consumer Interaction Disrupting Brand Experiences
There are two major shifts happening in how consumers interact with companies that is changing the brand experience. The first is that consumers are using technology to engage first, be it simple research, downloading an app, or joining in on a webinar. Consumers have become accustomed to trying out and learning from a brand before subscribing.
The second is the rise of messaging apps being the preferred choice of communication with a brand over email or the phone. Larger brands have dedicated Twitter accounts devoted to handling customer support.
The Rise of Chatbots
As messaging apps become the preferred form of communication, businesses and brands need to find a way to engage. One startup that is leading this effort is Octane AI. Founded by Matt Schlicht and Ben Parr, along with Leif K-Brooks have developed a platform they hope to do for bots what MailChimp has done for email newsletters.
3 Ways Bots Will Change the Brand Experience
- The lines between humans and AI will blur
Over the last 4-5 years, people have begun to get comfortable with digital assistants such as Apple’s Siri, Amazon’s Alexa, or Microsoft’s Cortana. AI assistant startup x.ai’s Amy and Andrew have been on the rise in the last year or so as people begin to hand off small, tedious tasks to artificial intelligence. The groundwork has been laid. As we continue to move more into this AI/human world, the lines will begin to blur as to who is who.
- AI will allow small and micro companies to scale faster
Small and micro companies and brands have an immense opportunity to leverage technology and grow at a rapid pace. Chatbots and AI will only help these companies achieve their desired results faster. If a small or micro brand (1-3 people) can harness the power of chatbots to raise awarness of their products and services, answer questions, sign people up to email newsletters and more – think of what they could spend their time working on? Creatives who are passionate about their craft will be more free to pursue their most valuable work, while still moving towards all of the other metrics needed to keep the business running.
- People will begin to build trust in AI representing brands, which will allow brands to further design the brand experience
We have all seen the movies where AI takes over and it doesn’t end well for humans. We’ve even heard stark warnings from billionaires such as Elon Musk that we must be careful in how we build out artifical intelligence. While cautious, I am very optimistic of the future and how technology can help brands further engage with their customers and create brand experiences.
What the Future Will Hold
As chatbots continue to scale, look for brands to capitalize on providing a better, more consistent brand experience for their customers. This is an exciting area to watch and I’ll be sure to keep you updated on the latest. Be on the lookout for courses and other products to help you take advantage of bots to improve your company’s brand experience.
Over to You
Are you excited about the possibilities and opportunities that bots and AI can provide to enhance your brand? What are your concerns? Let me know in the comments below.
Also published on Medium.