Is a chatbot the future of marketing?
In an answer to Open AI’s chatGPT, Google announced its own artificial intelligence technology, a chatbot called Bard. In a GIF shared by Google showing Bard answering the question: “What new discoveries from the James Webb Space Telescope can I tell my 9 year old about?”, the chatbot notably got the answer wrong. This caused Google’s shares to drop 1 billion dollars.
Microsoft’s Bing search engine which is now powered by AI, encourages users to do their own fact checking as AI can make mistakes.
While they are still working out the kinks, why is there a case for a chatbot in marketing?
As marketers we tend to run and I mean, run to the latest, shiny object. Rather than rush to add this technology and perhaps deliver a bad customer experience, think about when it makes sense to use a chatbot. By now we all know Omnichannel marketing is the best approach to connect to your audiences. Marketing channels do not operate individually. Businesses must cover all channels from website, email and social. Incorporating chatbots, if done right, can be very effective. When done with a customer focused approach this technology can be an excellent way for brands to engage with their customers. Moreover, if a chatbot is used to help improve the customer experience, even better.
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