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.

Brand Safety in Influencer Marketing, with Richard Plansky and Benedict Hamilton of Kroll

At the 2019 ANA influencer conference, we spoke with Richard Plansky and Benedict Hamilton of Kroll, a corporate investigation company, about brand safety in influencer marketing. Richard and Ben discussed the right way for brands to approach influencer vetting, shared some influencer horror stories, and shed light on one of the biggest misconceptions brands have about “micro-influencers.”

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Hands Out of the Jar: Marketers Face a Cookie-Less Google

Consumer privacy is at an ever-increasing pitch, and a plethora of ad blockers and similar apps have already handed given consumers the power to (somewhat) control their online experiences online, at least to a certain extent. GDPR, which requires websites to obtain consumer consent before tracking cookies, has further restricted complicated marketers’ access to consumer data. : websites have to now obtain consumer consent for tracking cookies. The final blow came has come with the announcement that Google Chrome will eliminate third-party cookies completely by 2022 – something that other browsers have already done. While initially this jarring news left leaves marketers wondering what to do, it also created provide new opportunities as well.

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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.

 

Copyright © 2020 Association of National Advertisers-established in 1910

Contact

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New York, NY 10017

Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

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