Chatbots, or AI-driven virtual assistants, are the in-thing in the Digital world, enhancing consumer engagement and opening up advertising opportunities for brands
You should message a business, just the way you message a friend” was Mark Zuckerberg’s statement to the world when Facebook opened its flagship Messenger platform for businesses to run their AI-developed bots and engage with users last year. Eighteen months later, Messenger has over 1,00,000 bots, with Indian brands going all out to cash in on the multitude of opportunities that machine learning and bot technology has to offer. Hitherto, chatbots have been operating under different names, serving different purposes for their masters. For instance, HDFC Bank’s EVA (Electronic Virtual Assistant) engages with customers, helping them with their banking needs, while Dish TV’s ADI (Advanced Dish TV Interface) helps customers with recharges and availing new offers and connections. Adobe’s Sensei is equipped to learn the user’s photo editing patterns and suggest recommendations to enhance the results on Photoshop. Although customer engagement is currently the bedrock of chatbot use, marketers also have added benefits like up-selling to existing customers, engaging with prospective customers and lead generation for targeted advertising that complement the purpose of chat interfaces.
PERSONALIZATION: BUILDING BRAND IMAGE
Brands that have embraced the concept of chat interfaces have plenty of positives to share, as they have not only cracked the code to personalized customer engagement, but have managed to discover new opportunities in boosting their digital marketing game plan. Talking about the customer response to its chat assistant, Tata Sky Bot, on Facebook Messenger, Malay Dikshit, Chief Communication Officer, Tata Sky, says, “With the growing connectivity on social media, consumers are more comfortable to engage in a familiar environment. Hence we first launched Tata Sky Bot on Facebook Messenger. The reactions and results have been encouraging, with over 3,00,000 interactions in less than two months of launch. This also gives us a platform to interact with validated users by recommending entertainment viewing choices based on their personalized preferences.”
The feedback that brands have received from users has been nothing less than stupendous. While Tata Sky received 84% positive feedback from customers that engaged with Tata Sky