A buzzword that seems to have popped out of nowhere and which I’ve been hearing more and more of recently is chat bots, but are these something we are going to see more of or is it a passing fad?
For those of you who aren’t familiar with the term, a chat bot is a computer character which can talk to humans, perform tasks such as answering questions or provide help with navigating a website.
Chat bots are not a new development. Between 1964 and 1966, Joseph Weizenbaum developed a computer programme called ELIZA, which is thought to be one of the first chat bots. ELIZA demonstrated the possibilities for artificial intelligence and building intelligent effects into a computer through programming.
A.L.I.C.E (Artificial Linguistic Internet Computer Entity) is another chat bot, developed by Richard Wallace, which came to life in 1995 and at the time was considered very sophisticated. A.L.I.C.E has won the Loebner Prize (awarded to chat bots considered to be the most human-like) three times in 2000, 2001 and 2004.
Siri, who iPhone users will be familiar with, is based on the same premise as ELIZA and A.L.I.C.E. I haven’t tried this out but apparently if you ask Siri “Who would you vote for Mitt Romney or Barack Obama?”, Siri replies “I can’t vote. But if I did, I would vote for ELIZA. She knows all.”
So could brands use chat bots for marketing products? With more usage the artificial intelligence (AI) behind bots is becoming more sophisticated. Toy maker Mattel has developed a chat bot version of Barbie, using AI software to interact with children. In April 2016, Facebook announced businesses can deliver automated customer support, e-commerce guidance, content and interactive experiences through chat bots via Facebook’s Messenger platform. This could redefine how companies do business as chat bots have the ability to provide interactive communication similar to talking to a customer service advisor but at a lower cost and without the annoying waiting times.
Take it one step further and imagine if an e-commerce site used chat bots to determine the users criteria by asking questions and only returning relevant items to buy. Instead of having to wade through page after page of results, users are given personlised and tailored suggestions. The chat bot could build up knowledge on the users preferences over time and only offer results that are most likely to appeal. The potential applications seem endless and if used cleverly could really transform the digital world.
I think chat bots are something we should definitely keep an eye on…
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Author: Lisa Alleway
Lisa is an experienced Senior Account Manager and works across our diverse range of clients and gained her extensive communications experience in London. She helps to support and develop communications for our clients… and not to mention, every agency needs a South African.