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 ex

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