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Six tips for nailing your chatbot content strategy as a competitive advantage for the future

Ben Parr, co-founder of chatbot building platform Octane AI, believes growing an audience through bots enables brands to be at the forefront of this space once the technology improves.

Burberry's Facebook Messenger chatbot
Burberry’s Facebook Messenger chatbot

Chatbots have received somewhat of a mixed response since they hit the market at scale – both praised for the ease with which they can offer customer service for instance, yet critiqued for their lack of true intelligence.

This is something we’re working towards, according to Ben Parr, co-founder of chatbot building platform Octane AI, who spoke at Lions Innovation, a division of the Cannes Lions International Festival of Creativity, last week. “The technology for bots that are truly intelligent and personalised based on AI is just not there yet to be totally reliable 100% of the time, but in the future, as the tech evolves and improves, they will be,” he explained.

In the meantime, what’s important is to create an experience that is repeatable and reliable, he urged. Building an audience through such platforms now enables brands to be at the forefront of this space once we are there, he added, making it a competitive advantage for the future.

Head over to Forbes to read the six tips he gave for how to nail your chatbot content strategy on that basis.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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