Facebook has jumped fully on the conversational commerce bandwagon and is betting big that it can turn its popular Messenger app into a business messaging powerhouse. The company first integrated peer-to-peer payments into Messenger in 2015, and then launched a full chatbot API so businesses can create interactions for customers to occur within the Facebook Messenger app. You can order flowers from 1–800-Flowers, browse the latest fashion and make purchases from Spring, and order an Uber, all from within a Messenger chat.
Simply put, chatbots are computer programs designed to have conversations with human users. Chances are you’ve interacted with one. They answer questions, guide you through a purchase, provide technical support, and can even teach you a new language. You can find them on devices, websites, text messages, and messaging apps—in other words, they’re everywhere.
1-800-Flowers’ 2017 first quarter results showed total revenues had increased 6.3 percent to $165.8 million, with the Company’s Gourmet Food and Gift Baskets business as a significant contributor. CEO Chris McCann stated, “…our Fannie May business recorded positive same store sales as well as solid eCommerce growth, reflecting the success of the initiatives we have implemented to enhance its performance.” While McCann doesn’t go into specifics, we assume that initiatives include the implementation of GWYN, which also seems to be supported by CB Insights’ finding: 70% of customers ordering through the chat bot were new 1-800-Flowers customers as of June 2016.
What began as a televised ad campaign eventually became a fully interactive chatbot developed for PG Tips’ parent company, Unilever (which also happens to own an alarming number of the most commonly known household brands) by London-based agency Ubisend, which specializes in developing bespoke chatbot applications for brands. The aim of the bot was to not only raise brand awareness for PG Tips tea, but also to raise funds for Red Nose Day through the 1 Million Laughs campaign.
“Beware though, bots have the illusion of simplicity on the front end but there are many hurdles to overcome to create a great experience. So much work to be done. Analytics, flow optimization, keeping up with ever changing platforms that have no standard. For deeper integrations and real commerce like Assist powers, you have error checking, integrations to APIs, routing and escalation to live human support, understanding NLP, no back buttons, no home button, etc etc. We have to unlearn everything we learned the past 20 years to create an amazing experience in this new browser.” — Shane Mac, CEO of Assist
Specialized conversational bots can be used to make professional tasks easier. For example, a conversational bot could be used to retrieve information faster compared to a manual lookup; simply ask, “What was the patient’s blood pressure in her May visit?” The conversational bot will answer instantly instead of the user perusing through manual or electronic records.
Ursprünglich rein textbasiert, haben sich Chatbots durch immer stärker werdende Spracherkennung und Sprachsynthese weiterentwickelt und bieten neben reinen Textdialogen auch vollständig gesprochene Dialoge oder einen Mix aus beidem an. Zusätzlich können auch weitere Medien genutzt werden, beispielsweise Bilder und Videos. Gerade mit der starken Nutzung von mobilen Endgeräten (Smartphones, Wearables) wird diese Möglichkeit der Nutzung von Chatbots weiter zunehmen (Stand: Nov. 2016). Mit fortschreitender Verbesserung sind Chatbots dabei nicht nur auf wenige eingegrenzte Themenbereiche (Wettervorhersage, Nachrichten usw.) begrenzt, sondern ermöglichen erweiterte Dialoge und Dienstleistungen für den Nutzer. Diese entwickeln sich so zu Intelligenten Persönlichen Assistenten.
Last, but not least coming in with the bot platform for business is FlowXO, which creates bots for Messenger, Slack, SMS, Telegraph and the web. This platform allows for creating various flexibility in bots by giving you the option to create a fully automated bot, human, or a hybrid of both. ChatBot expert Murray Newlands commented that "Where 10 years ago every company needed a website and five years ago every company needed an app, now every company needs to embrace messaging with AI and chatbots."
Bots are also used to buy up good seats for concerts, particularly by ticket brokers who resell the tickets. Bots are employed against entertainment event-ticketing sites. The bots are used by ticket brokers to unfairly obtain the best seats for themselves while depriving the general public of also having a chance to obtain the good seats. The bot runs through the purchase process and obtains better seats by pulling as many seats back as it can.
Back to our earlier example, if a bot doesn’t know the word trousers and a user corrects the input to pants, the bot will remember the connection between those two words in the future. The more words and connections that a bot is exposed to, the smarter it gets. This process is similar to that of human learning. Our capacity for memory and synthesis is part of what makes us unique, and we’re teaching our best tricks to bots.
Through Knowledge Graph, Google search has already become amazingly good at understanding the context and meaning of your queries, and it is getting better at natural language queries. With its massive scale in data and years of working at the very hard problems of natural language processing, the company has a clear path to making Allo’s conversational commerce capabilities second to none.
This is great for the consumer because they don't need to leave the environment of Facebook to get access to the content they want, and it's hugely beneficial to Politico, as they're able to push on-demand content through to an increasingly engaged audience - oh, and they can also learn a bunch of interesting things about their audience in the process (I'll get to this shortly).