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Brands Are Cooling Down When It Comes To Chatbots

Brands Are Cooling Down When It Comes To Chatbots
AI

After disappointing performance results from chatbots, many brands are rethinking their use of AI to connect with customers

Jennifer Passas
  • 13 march 2017

Facebook reported last week that its bots have a failure rate of 70 percent which means that only 30 percent of chabot conversations are successful.

Fashion retail brand Everlane, which was an early adopter of Facebook Messenger bot technology, announced recently that they will no longer be using the channel as a method to talk to customers. Similarly online commerce business Spring has stated that the Facebook Messenger bot is both hard to use and isn’t meeting the the level of personalization they like to provide for consumers.

Many brands that rushed into using bots as a way of communicating with their customers are now reassessing if it’s the best way to connect. Brands fled to bot technology because of the expected ease of use, but now need to reconsider the experience bots are providing and if it lives up to the standard and values that the brand promises.

everlane-1.png

Customers expect a human-like experience using bots and as the technology now stands, the experience is far from personal. In situations that are sensitive or complex a bot just isn’t able to provide the level of customer service that a human would. While some bots that were created to complete simple requests like the Domino’s DOM that helped customers order from Facebook, have had success, it’s the brands that wanted bots to complete more complex tasks that are not seeing the results they’d like to from the technology.

Right now the nuanced way humans communicate, especially over messaging apps is too sophisticated for bots to understand and respond accordingly. Until AI can understand the subtleties of human conversation brands stand to hold off on chatbot AI.

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