To Bot or Not to Bot…That is the Question

A recent article in AdAge (Why Marketers Are Betting on Bots) examined the growing trend of companies leveraging artificial intelligence in customer interactions. The cornerstone of the article centered on the Cosmopolitan of Las Vegas hotel’s use of Rose, an SMS chat bot created by super agency R/GA, that served as a virtual concierge for guests. On Rose, Mamie Peers, VP of Digital for the hotel, says, “[Rose] is delivering on the promise of helping guests have a better time and we’re looking at ways to expand her in more ways throughout the resort.” The Cosmopolitan isn’t the only company experimenting with AI to augment its customer experience. Brand including eBay, Taco Bell, and 1-800-Flowers are all leveraging AI in unique ways. However, all these brands seem to hope that this new technology can lead to a common goal – namely to allow marketers to better connect with customers and offer something digitally distinctive. Recent research from Forrester has shown that 5% of companies worldwide were using chat bots regularly, while 20% were piloting them. An additional 32% were planning to use or test them in the coming year. But, while bots can serve a purpose in customer interactions, the…


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