How bots are changing the customer journey

Steven Van Belleghem

Argues that the key to success in an AI-dominated future will be for brands to create a customer experience that is personalised, frictionless and faster than real time.

Amazon Echo: about one-third of the estimated 1.7 million US-based Amazon Echo owners are ordering products through it

For many years, the only way to search for anything on the internet was to Google it. Of course, there have been other search engines, but the rules have generally been the same: you type something in, and if a brand doesn't immediately pop up on the first page, they're not doing their SEO correctly. People won't visit their website, consumers won't buy from them.

That model is set to change fundamentally in the next few years. Marketers have been busy working...

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