September 26, 2023 — Article
Should brand support bots be fake humans? Or just speak to you as the brand? Alex Moore takes a trip to the uncanny valley.
Brand chatbots. We’ve all used them. We’ve all been frustrated by them. And, as they get smarter, we’ve all tried to break their computer-generated brains. But as the tech gets more sophisticated, and applied to more customer interactions, the role of chatbots is changing. No longer simply a clunky triage utility, they’re growing to become the true helpful voice — and in some cases, face — of the brand they represent.
Which poses a few questions. Have customer expectations of chatbots changed too? What do they want or need from the experience? And have we collectively moved on from the idea that chatbots need a human name and a quirky personality? Or do we still like the idea of getting support from a fake person called Barry who’s sorry to hear that, and likes cats and footy?
Read the full article on Adnews
Alex Moore is associate director of Principals brand voice studio, XXVI
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