But do people want to interact with bots?
• Would you trust a
computer/bot over a
• Would you rather phone the
call centre? Or write in with
• What about personal
conversations? Better with
the impersonality of a bot?
“Siri is the most used virtual
assistant, Amazon Echo is the
most admired and Facebook M
is the most anticipated”
Adobe Digital Index, May 2016
Virtual Assistants’ popularity
How should marketers approach bots?
• Beware ‘uncanny valley’
• Be very careful of attempting ‘branded’ bots with
character, attitude, humour, feeling etc
• For most… stick to service/productivity bots to start with
• Bot maturity framework:
– Level 1 = functional request/response
– Level 2 = scheduled tasks, assistive
– Level 3 = predictive, smart
What if bot you interacted with other bots? Or
perhaps IoT devices? Facebot?
“Push based alerts are
evolving into notifications,
into rich action based
notifications, into bots.”
John Borthwick, CEO, betaworks, March 2016
Why this is so relevant for (digital) marketing
• Anticipatory intelligence: pre-empting a
customer’s actions before they do to deliver
outstanding customer experience (CX)
• Personalisation at scale: intimate but automated
(again to optimise CX)
• Experiential (fun, natural) but purposeful, useful,
too – the killer blend for the future of CX?