Trend Report: Will 2018 be the year of the chatbot?

Chatbots are getting a lot of industry buzz – but brands must strike the right balance between utility, purpose and customer centricity in chatbot development to avoid being a flash in the pan.

While AI and voice search are still in their infancy, chatbots are starting to make headway. Agencies are more excited about the possibilities offered by chatbots and messenger apps, with 52% of agency execs expecting it to be important to their client's businesses, compared to 46% of those working at brands. Is this passion by agencies misguided or will this be the year that chatbots reign?

Australian agencies are keen to jump on the chatbot bandwagon with many identifying revenue opportunities and the ability to shape a new marketing channel.

Hamish Cargill, director of brand language for XXVI, says: "Agencies...

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