On the aftermath of their debut on messaging apps, chatbots have been at the epicenter of an ongoing conversation about personalisation. Why did this collaboration happen? And how far will this go? It’s time to take a deep dive.
In the ’60s, renowned media analyst Marshall McLuhan argued that the ‘Medium is the message’. voice platform was certain that it had a function in shaping and controlling “the scale and type of human association and action” up to an extent. According to this theory, the medium embeds itself onto anything it transmits, and it straight influences the way the actual message is perceived. It tries to be an extension of our senses, expanding our potential to perceive and interact with the world.
Now, about half a century later, the medium becomes an acceptable kind of human interaction – say hello to your messaging apps. As of last year, there have been 1 billion customers (14% of the world’s population) on WhatsApp. And combined with the users on Messenger, there are 60 billion messages – text, video, recordings that are sent and received each and every day. Where else would companies locate a improved level of engagement?
In a current survey conducted by Facebook, participants who could chat with retailers on these messaging platforms, be it on transactions, inquiries, or post sales services, felt far more constructive about the enterprise. Commerce became a personal affair. McLuhan was proper, and is still suitable – The influence of messaging does lie on the medium.
It’s been almost 20 years, and why have not enterprises been largely prosperous harnessing these platforms however? Since until chatbots came along in 2016, firms promoting themselves through messaging apps had been oblivious to a single philosophy/brand of personalisation – ‘If not human, be humane.’
Ever considering the fact that they entered the market place, chatbots on messaging platforms have been hit. They are getting a optimistic impact on organizations, as more industries are jumping aboard the ‘personalisation’ bandwagon. Now, what is the subsequent step? What does the future behold for this eclectic union? Right here are 3 possibilities –
With chatbots, messaging apps will turn into the new browsers. They are about to do for companies what sites have been performing for them about a decade back. Forrester Analysis expects investments in AI and Machine Mastering to triple in 2017, to greater harness user behavior, to enhance the conversational interface brought about by bots.
Messaging apps will come to be much more relevant to IoT installations. For e.g. more shoppers will begin to get coupons, notifications on sales etc. through messages when they happen to just pass by the shop. Or alternatively, personnel in a factory can keep greater connected with their machinery, and make much better use of the information collected.
The ‘App culture’ is sinking, as customers are finding additional tight-fisted about device memory and information usage. But messaging apps/platforms are nevertheless titled ‘essential’ because messaging is now a way of life. Since chatbot platforms can straight deploy bots onto these apps, the want for a proprietary app is canceled. And the scope of solutions that firms give on these apps can maintain expanding.