How brands should use chatbots: Four expert perspectives

This article helps agencies, brands and media owners understand the growing trend of chatbots, automated tools which can serve various consumer needs.

How brands should use chatbots: Four expert perspectives

Chatbots have become a major topic of conversation during the last few months, as marketers debate how to leverage these automated digital tools, which are capable of replicating human interactions.

The driving force behind this discussion was the unveiling of branded chatbots for Facebook Messenger – a messaging app for mobile and desktop that now boasts over 900 million users – in April 2016. Consumers could utilise these fledgling tools to view news stories based on their personal preferences, see the weather forecast for their neighbourhood, or even receive advice before purchasing...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands