Chatbots are transforming brand-customer interactions, leveraging messaging app growth and advancements in machine learning. They enable personalized communication, shifting the focus from traditional marketing to one-on-one engagement and utility in customers' daily lives. Brands must refine their chatbot strategies by identifying key moments for customer interaction and defining their bot's unique personality traits.

1. Corey Szopinski | VP / Executive Creative Technology Director
bots
loving you. 4/15/2016

2. chat bots are radically
changing how brands and
customers interact.

3. chatbots:
conversational
interface.
quartz news app ->

4. 2 forces are combining to
form a perfect storm
(and opportunity)

5. 1. Messaging app
growth
Line, Kik, Messenger, whatsapp, etc

6. 2. Machine learning / AI

7. gen1 bots looked like this:
simple query/response

8. But new tools + cloud
services enable more
sophisticated interactions

9. “bots are the new apps”
—Satya Nadella, CEO Microsoft
March 30, 2016

10. Microsoft Bot Framework helps create
conversations in Skype, Slack and Outlook

11. Google has added neural-networking in the
cloud, based on TensorFlow.

12. And Facebook announced a major bot
strategy inside Messenger.

13. Example experience: ShopSpring

14. Chatbots shift the shopping
experience from browsing (web/retail
stores) to recommendation.
Bots learn about you, much like a
trusted friend or personal shopper

15. facebook M: the future of the chatbot

16. Facebook M is a hybrid
AI+Human concierge.

17. And because Facebook integrated
P2P payments into messenger in
2015, users are becoming habituated
to spending through messenger.

18. Highly disruptive:
Payments + Concierge

19. Facebook M
(and services like it) may displace
e-commerce as we know it

20. Bots are everywhere

21. kik bots
telegram bots
Twitter bots
Slack bots
Tweet bot example: DeepDrumpf is an AI trained on Trump’s past tweets
and now generates new tweets using his vocabulary and sentence
structure.

22. TacoBell Slack TacoBot

23. Alexa, open Dominos
Alexa, tell Pandora to play
thumbprint radio.
Alexa, what’s in a Negroni?
Alexa, how far is Shanghai?
Alexa, tell Wemo to turn off the
living room light.
Alexa, ask KidsMD about fevers
Chatbots aren’t just text
based

24. Alexa, ask Campbells kitchen whats for dinner?

25. Two minute
history lesson

26. Alan Turing

27. Alan Turing
Father of the modern
computer

28. Alan Turing
Thought experiment:
“The Turing Test”

29. Alan Turing
If a human in one room has a conversation
with a computer in another room and can’t
distinguish if it’s human or not, then that
system is considered artificially intelligent.

30. Alan Turing
No computer passed the
Turing test for 64 years.

31. Alan Turing
In 2014, a system named
Eugene Goostman
passed.

32. Alan Turing
We are now in a new
epoch of human evolution:
the AI era.

33. How chatbots
work

34. 1. Natural Language
Processing
Takes unstructured text and isolates
the component parts:
intent, action, object, when, etc.

35. NLP: Natural language processing

36. 2. Machine Learning
Given intent, anticipate the correct
solution based on past successes to
similar patterns.

37. Machine Learning

38. implication:
brands can now
communicate one-to-
one with customers

39. implication:
strategic positioning no longer needs to target
the fat middle. We can now be relevant to all
customers… even the ones on the edges.

40. opportunity:
brands need to identify moments
of being most useful or
entertaining, and engage
customers there.
One on one.

41. creatively:
how can dialog
surprise and delight?

42. creatively:
what is our bot’s
personality?

43. other examples of AI

44. Microsoft Tay: a bot that learned horribly wrong.

45. AI is popping up in gmail, with a one-click reply.
<- generated by AI

46. AI systems can determine emotion from faces
Bots aren’t limited to chat interfaces.

47. And objects in a photo

48. And even read your pulse by looking at a vein in the forehead

49. As a result, bots can learn from your photo
feeds, or respond to live video.
Imagine a skype video call with your bot.

50. Summary

51. Bots are quickly coming of age, and
the innovation is accelerating.

52. Brands need to consider their bot
strategy, which is defined by 3
considerations:

53. 1. Shift focus from broadcast
messaging to one-on-one
engagements

54. 2. Identify own-able moments in a
customer’s day, and add utility or
entertainment

55. 3. Define the unique personality
traits of your bot and then customize
it to each user by learning their
preferences.

56. Corey Szopinski | VP / Executive Creative Technology Director
bots
thanking you.