FEATURE26 September 2018

Now you’re talking

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AI Features Impact Technology

Conversation has become the next frontier for brands, with chatbots becoming more popular as a tool for customer research. By Katie McQuater

Now youre talking

Artificial intelligence (AI) now underpins many of our daily interactions, whether we realise it or not, and brands are increasingly tapping into AI to improve their services and communicate with consumers.

The global chatbot market is expected to reach $1.23bn by 2025, according to a September 2017 report by Grand View Research. Chatbots – which allow companies to converse with individuals via online platforms, such as Facebook Messenger, or within a website directly – are also broadening the rules of engagement for research. 

As people become increasingly familiar with communicating with brands via chatbots, marketers are turning to these interfaces to conduct surveys and gain insights from interactions with consumers. More than just a gimmick, chatbots, when used in the right way, have the potential to transform how research is conducted in future – from improving participant engagement and informing the ‘System 1’ approach to research, to reducing costs. 

“We’re seeing organisations tapping into Facebook Messenger to run extensive ...