Marketing

The first thing to understand about chatbots is that most won’t introduce new capabilities; instead, brand chatbots will centralize where and how customers engage, using social media as an operating system.

Consumers will engage with bots in three ways: content consumption, customer service and productivity or transactional engagements. Social media is already part of many of these activities between brands and consumers, but social media acts as a gateway to direct consumers to the brand website, blog or separate channels. Instead of using social media as a portal, consumers can read and receive information, ask technical questions and even make purchases from one chatbot.