Digital Assistants - A Brand's Best Friend? It's about conversation

This paper reports on a multi-method UK study into chatbots and digital assistants (DAs), assessing their utility for brands (are they really a 'brand's best friend'?), consumers' propensity to use them and their potential applications for market research.

Digital Assistants - A Brand's Best Friend? It's about conversation

David Wright

Introduction

Background

Microsoft CEO Satya Nadella recently stated at their Worldwide Partner conference that "chatbots will fundamentally revolutionize how computing is experienced by everybody".

Digital Assistants (DAs) and chatbots define a shift to a more conversational style of interacting with internet based services.

At its most primitive, a DA might be a simple search interface built upon an existing FAQ database. At its more advanced, a DA would use contextual information and artificial intelligence (AD to calculate a response tailored specifically for an individual.

It is envisaged that...

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