Conversational commerce refers to interactions between consumers and brands using chatbots and voice assistants. As AI and machine learning advance, these technologies enable more natural conversations to take place. Some key points are: - Chatbots and voice assistants allow consumers to interact with brands through messaging apps, emails, and voice instead of traditional interfaces like buttons. - For conversational commerce to be effective, the technology must understand what customers are asking and pass this information to the bot correctly so it can provide accurate responses. It also needs to predict what customers might say or do next. - While conversational agents show promise, many businesses are still evaluating how viable the technology is versus the hype. Adoption in Australia is growing but many

1. Conversational Commerce
Interactions of the future are not
made of buttons
Paula De Amicis
Senior Designer & Research Consultant
ACRS Research Unit

3. NEW FRONTIER IN DIGITAL BUSINESS
Source: Andrews 2017
AI provides the means to reach this
future idea that someday everything
digital will improve its performance
without human recoding

4. AI
ML
+

5. An automated technology,powered by
rules and AI, that enablesconsumers
and brandsto interactwith one another
via chat and voice interfaces
Source: Schlicht 2018
CONVERSATIONAL COMMERCE

6. 1. Understanding exactlywhat a customer is saying
or asking,and passingthis data in the correct
format to the bot so that it can respond accurately
CONVERSATIONAL COMMERCE

7. 1. Understanding exactlywhat a customer is saying
or asking,and passingthis data in the correct
format to the bot so that it can respond accurately.
2. Predictingwhat a customer most likely wants to
say or do next
CONVERSATIONAL COMMERCE

8. VIA VOICE INTERFACE
Image: Andrews 2017

9. CONVERSATIONAL
COMMERCE
An automated technology, powered by rules
and sometimes AI, that enables consumers
and brands to interact with one another via
chat and voice interfaces
VIA CHAT-BASED INTERFACE

10. DUPLEX CALLING A RESTAURANT
Source: Google 2018

11. HYPE?

12. WHEN NEW TECHNOLOGIES MAKES
BOLD PROMISES, HOW DO YOU
DISCERN THE HYPE FROM WHAT’S
COMMERCIALLY VIABLE?
HYPE?

13. HYPE CYCLE FOR EMERGING TECH, 2018
Source: Gartner
Machine learning

14. OK, but what’s the
vibe of the local
market?

15. WHERE ARE AUSTRALIAN
BUSINESSES AT WITH AI?
74%
Indicated AI will
be key importance
in the near future
25% Already have
an AI strategy
56%
Are currently running
AI projects to address
their top challenges
44% Chat and virtual agents
Source: Wipro 2018

16. APPETITE FOR DIGITAL INFUSION
40%
Australia
United
States
Canada
Germany
Netherlands
United
Kingdom
30%
28%
30%
49%
41%
Source: Deloitte 2018

17. BY 2020 THE AVERAGE
PERSON WILL HAVE MORE
CONVERSATIONS WITH
BOTS THAN THEIR SPOUSE
Source: Pemberton Levy 2016
Source: Pemberton Levy 2016

18. ADDING VALUE
Open
email
Scan through
all the different
CTAs
Click the
REVIEW
CTA
Wait for the
webpage to
load
Fill out your
name and
information
Enter your
review
Hit
SUBMIT
…that’s a lot of work

19. ADDING VALUE
Open
message
Respond to
message
Did you try on your new Gucci
sneakers yet?
Hey Paula!
300K+ bots
currently
active
Open
email
Scan through
all the different
CTAs
Click the
REVIEW
CTA
Wait for the
webpage to
load
Fill out your
name and
information
Enter your
review
Hit
SUBMIT
…done.

20. MESSAGING APPS ARE BIGGER THAN
SOCIAL NETWORKS
Big 4 Messaging Apps
Big 4 Social
Networking Apps
MILLIONS
Global Monthly Active Users for the Top 4
Messaging & Social Networks
MONTHLY
ACTIVE
USERS
Source: BI Intelligence 2015

21. RELATIONSHIP
DESIGN
NEEDS
FUNCTIONAL EMOTIONAL

22. Relationship Design is about
meaningful interactions and how we
create, measure and improve the way
conversational brands connect with us in
the era of the one-to-one talking internet
Source: Messina 2018

23. • Create a new identity
• Craft new experiences
• Embrace the ecosystem

24. THANK YOU
ACRS, Monash University
Building S, Level6
26 Sir John Monash Drive
Caulfield East VIC 3145
+61 3 9903 1256
paula.deamicis@monash.edu
monash.edu/acrs