WHAT ARE CHATBOTS?

A chatbot, also known as a talkbot, interactive agent, or simply a bot, is software that leverages artificial intelligence (AI) capabilities to engage in live, automated one-on-one dialogue with humans. Brands are using chatbots for customer and user interaction by integrating them with apps or websites to facilitate conversational interactions that create value for customers and prospects.

WHY SHOULD MARKETERS CARE?

Adoption and use of chatbots is accelerating rapidly as technology matures and consumer acceptance grows. Millennials readily interact with chatbots: over half report using chatbots to dialogue with a brand. For millennial and Gen Z consumers, technology channels are often preferred for interacting with brands. In this climate, chatbots are emerging as an integral tool for engaging consumers.

HOW CAN IT HELP YOUR BUSINESS?

Brands are constantly seeking better ways to engage customers. Chatbots represent a new service layer that extends and projects brand values, serving as a virtual brand ambassador that helps create, nurture, and manage customer relationships. Well-designed chatbots are always on and always available to facilitate one-on-one, personalized interactions that enhance the customer experience.

Worldbuilding - The Future of Storytelling, with Wild Card

In an age where consumer attention spans are at an all-time low, something curious is happening: under the right circumstances, consumers are spending hours - even days - immersed in lush fictional worlds such as Harry Potter, Game of Thrones, and The Avengers. However, world building isn't just for blockbuster entertainment franchises. When executed well, brands can create immersive worlds of their own, significantly driving brand loyalty in the process. We spoke with Tara Deveaux and Shawn Shahani of Wild Card about a new study on world building and consumer behavior. They shared what marketers could learn from Hollywood producers, and gave tips on creating a world of engagement around your brand.

> See all episodes
You Can't Go Home Again: A Return to Work Sites After COVID-19

Organizations have undergone unprecedented changes in the wake of the COVID-19 crisis. Businesses with the ability to do so have shifted to a work from home structure, which the firm Global Workplace Analytics forecasts may make up 25 to 30 percent of the workforce by 2021. But for many companies, productivity and essential tasks must be done in a physical office space. While it’s still uncertain when employees may return to their workplaces, it’s vital that leaders look into the precautions and adaptations that will be necessary in many cases to ensure the safety of their employees. The resources below discuss many of these coming possibilities.

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WHAT ARE CHATBOTS?

A chatbot, also known as a talkbot, interactive agent, or simply a bot, is software that leverages artificial intelligence (AI) capabilities to engage in live, automated one-on-one dialogue with humans. Brands are using chatbots for customer and user interaction by integrating them with apps or websites to facilitate conversational interactions that create value for customers and prospects.

WHY SHOULD MARKETERS CARE?

Adoption and use of chatbots is accelerating rapidly as technology matures and consumer acceptance grows. Millennials readily interact with chatbots: over half report using chatbots to dialogue with a brand. For millennial and Gen Z consumers, technology channels are often preferred for interacting with brands. In this climate, chatbots are emerging as an integral tool for engaging consumers.

HOW CAN IT HELP YOUR BUSINESS?

Brands are constantly seeking better ways to engage customers. Chatbots represent a new service layer that extends and projects brand values, serving as a virtual brand ambassador that helps create, nurture, and manage customer relationships. Well-designed chatbots are always on and always available to facilitate one-on-one, personalized interactions that enhance the customer experience.

Michael Wu, Ph.D.

Chief AI Strategist

PROS

“Machines will begin to understand cause and effect—today, when machines (such as chatbots and virtual assistants like Siri and Alexa) respond to us, it’s purely based on correlations. They do not have an understanding of causation. But as machines are getting more disparate sources of data, they will begin to better understand the causal relationship between a large set of variables. As humans, we learn about cause and effect over time through pure common sense. In 2019, we’ll see this come to fruition with machines as we collect and feed them more disparate data sources that enable them to build conditional probability distribution to understand the direction of causality”

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into chatbots? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

Say Hello to AI-Enhanced Conversational Marketing

ANA/IBM. June 2019

Frustration with corporate call centers is one of the biggest consumer laments. Brands are responding by implementing chatbots that are increasingly conversant — freeing up live customer service agents to focus on providing more value to the customer in real time.

The Wentworth Rat

ANA. October 2018

Foxtel created a new mobile strategy for promoting broadcast in the era of on demand television and binge-watching, boosting live viewership of its popular show Wentworth.

Building Honda's Shopping Bot

ANA. February 2019

Honda shared the steps that it took to create its Facebook Messenger Shopping Bot and the strategy and execution behind it.

Download Now!

A chatbot is a computer program that engages in one-to-one communication with humans through a desktop, text message, or even voice interface such as Apple's Siri.

 

ANA Marketing Futures surveyed marketers across industries, and captured key statistics, expert perspectives, and brand use cases in a comprehensive report which explored the implications of chatbots on marketing.

Michael Wu, Ph.D.

Chief AI Strategist

PROS

“Machines will begin to understand cause and effect—today, when machines (such as chatbots and virtual assistants like Siri and Alexa) respond to us, it’s purely based on correlations. They do not have an understanding of causation. But as machines are getting more disparate sources of data, they will begin to better understand the causal relationship between a large set of variables. As humans, we learn about cause and effect over time through pure common sense. In 2019, we’ll see this come to fruition with machines as we collect and feed them more disparate data sources that enable them to build conditional probability distribution to understand the direction of causality”

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into chatbots? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

Say Hello to AI-Enhanced Conversational Marketing

ANA/IBM. June 2019

Frustration with corporate call centers is one of the biggest consumer laments. Brands are responding by implementing chatbots that are increasingly conversant — freeing up live customer service agents to focus on providing more value to the customer in real time.

The Wentworth Rat

ANA. October 2018

Foxtel created a new mobile strategy for promoting broadcast in the era of on demand television and binge-watching, boosting live viewership of its popular show Wentworth.

Building Honda's Shopping Bot

ANA. February 2019

Honda shared the steps that it took to create its Facebook Messenger Shopping Bot and the strategy and execution behind it.

Download Now!

A chatbot is a computer program that engages in one-to-one communication with humans through a desktop, text message, or even voice interface such as Apple's Siri.

ANA Marketing Futures surveyed marketers across industries, and captured key statistics, expert perspectives, and brand use cases in a comprehensive report which explored the implications of chatbots on marketing.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

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Contact

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New York, NY 10017

Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

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