Chatbots offer personalized content to each user, making sure to provide information according to their preferences. Artificial Intelligence (AI) is a reality, and with it innovations like chatbots make their appearance to help brands, executives, and publishers to know their audiences better and optimize the way they communicate with them.
What are chatbots and what are they for? Can I have one? These and other questions are asked by business people, marketing people or even consumers. In an automated world and increasingly influenced by AI, knowing your applications can define the direction that your business or brand can take.
What are they and what are chatbots for?
Chatbots are services based on Artificial Intelligence (AI) that interact with humans through a chat interface. You may have met one of them in Facebook Messenger or when planning a trip when a popup window pops up on your screen asking you where you want to go.
The uses of chatbots can be quite diverse: assistance to customers during their purchases in e-commerce sites or brands, knowing the weather, suggesting relevant content on certain topics, among others, since the possibilities are endless.
How do they work?
Most chatbots are connected to a brain or Artificial Intelligence (AI) that is learning from the interactions it has with all people. Behind this learning are analytic platforms, integration with APIs that feed the AI and provide resources so that it can give the correct answers.
Thanks to their connection with an artificial intelligence brain, chatbots provide personalized content to each user, learning from it, making sure to deliver information according to their interests.
Depending on the purpose with which the chatbot was created, their interaction will be different, most are activated by just sending a message, and the message will respond to the request.
Does it take great engineering to develop one?
You do not have to be experts in AI or engineering to have a chatbot. The secret lies in being clear about what is going to be created and what kind of problems will solve. Once its function is clear, development is no more complicated than that of a simple web app.
In many cases, It is convenient to leave the implementation in the hands of companies that offer Artificial Intelligence solutions to create the complete interface and connect it with Big Data solutions or programmatic purchase of online advertising.
Why should I have one?
The consumer trend is to use more of their cell phone and messaging services than the same social networks. According to a survey by Aspect Software research, 44% of consumers prefer interaction with a chatbot than a brand representative, so implementing chatbots is an inescapable opportunity.
The chatbots have two great benefits: first, the audience extension for increased revenue share, and second, the ability to debug and have clusters of more detailed people to combine with programmatic advertising.
Thus, the messages will be less contextual and more effective and personalized for each person. Being connected to messaging services, they have the potential to be more attractive, less complex to manage and reduce operating costs.
For example, tourism agencies and hotels have a very large customer demand, so optimizing their processes of contact with users in social networks is necessary. Chatbots represent a way of scaling customer service, effectively responding to user doubts and increasing the productivity of the human team since people can focus on other tasks.
Its simple interface makes them ideal for mobile, Allowing it to be in moments of the purchase process that had not considered before, besides having flexibility, adapting to the technologies of each company.
We are in a world where there are increasingly more automated solutions that allow companies to grow to the pace of technological development.
With these advantages, the implementation of chatbots is becoming increasingly common, but its use combined with AI and Programmatic makes it a solution that every executive or marketing manager should take into account when expanding or improve their customer-oriented services.