Skip to main content

The Bot Revolution Has Announced Itself

 There has been a huge hype about chat bots since 2016. Every content

officer should take it very seriously. These bots can have a radical effect on

content marketing. If we were to receive all contents via an interface like

Facebook Messenger, WeChat or Telegram that was previously only available

via browsers, newsletters and apps, a thrilling alternative for content distribution would be formed. After all, bots can provide us with relevant information in the right context in the future. Ideally, we will receive less and

better information this way and thus avert the content shock.

Most bots are simply answering machines that are similar to a living FAQ

list or a newsletter. Only a few of them count among the league of AI. If we

ask a bot a closed question, we will first receive a simple answer without any

surprises. In most cases, bots cannot respond to spontaneous human behaviour and open questions. Instead, we receive a counter question along the

lines of: “I don’t know what you mean by that”. Bots are far from human

empathy. In most cases, they only give pre-worded answers on the basis

of a database in which all possible responses are listed. This is the reason

why bots try to direct us in a predefined direction that they can understand again. Unexpected courses of conversation lead to the end of them.

Furthermore, the AI-less bots can only respond to standard questions, do

not remember and do not really learn anything new.



Yet, that is not meant to beguile of the innovations expected in the future.

In combination with AI, bots become powerful tools and self-learning systems that understand our questions better in the course of time and thus

give us the right answers, because they understand our context. Virtual

assistants that have comprehensive access to our personal data are able to give good answers because of this database, which saves us having to search

and sort out knowledge. This is where the actual bot revolution, which is

announcing itself with gentle steps with the simplest of functionalities, lies.

Many brands are already preparing themselves for this development.

The bot revolution is changing the way and means of how brands obtain

access to potential customers via their supply of content. By 2027, this

development will have great consequences for the marketing and communication world and will radically change previous communication models.

Conventional models that rely on one brand message for all will function

less frequently.

Content strategists will have to develop a certain feeling for the fine

changes in the communication and content mix so that their organisation

can react in good time to the changes in the digital continuum. After all,

they do also want to reach their target groups with the brand messages in the

future.

Comments

Popular posts from this blog

Customer Engagement with Chatbots and Collaboration Bots: Methods, Chances and Risks of the Use of Bots in Service and Marketing

 Relevance and Potential of Bots for Customer  Obtaining information, flight check-ins or keeping a diary of one’s own diet—all of this is possible in dialogue today. Customers can ask questions via Messenger or WhatsApp or initiate processes. This service is comfortable for the customer, available at all times via mobile and promises fast answers or smooth problem-solving. A meanwhile strongly increasing number of companies is already relying on this means of contact and the figures on chat usage speak in favour of this means supplementing or even replacing many apps and web offers in the future. The reasons for this are manifold. Figures of the online magazine Business Insider 1 reveal a clear develop- ment away from the public post to the use of private messaging services such as Facebook Messenger or WhatsApp. Facebook meanwhile has a user base of around 1.7 billion people worldwide; 1.1 billion people use WhatsApp, and Twitter can nevertheless still record 310 million us...

Robot Journalism Is Becoming Creative

 Algorithms are able to automatically search the Web for information, pool it and create a readable piece of writing. In addition, data-based reports in the area of sport, the weather or finances are already frequently created automat- ically today. Recently, for example, merely a few minutes after Apple had announced their latest quarterly figures, there was a report by the news agency Associated Press (AP): “Apple tops Street 1Q forecasts”. The financial report deals solely with the mere financial figures, without any human assistance whatsoever. Yet, AP was able to publish their report entirely via AI in line with the AP guidelines. For this purpose, AP launched their corresponding platform Wordsmith at the beginning of 2016, which automatically creates more than 3000 of such financial reports every quarter, and which are pub- lished fast and accurately. It is no longer that easy to distinguish between whether an algorithm or a human has written a text. Another exception of rece...

Sales and Marketing Reloaded—Deep Learning Facilitates New Ways of Winning Customers and Markets

 Sales and Marketing 2017 “Data is the new oil” is a saying that is readily quoted today. Although this sentence still describes the current development well, it ides not get down to the real core of the matter; more suitable would be “artificial intelligence empowers a new economy”. The autonomous automation of ever larger fields of tasks in the business world will trigger fundamental economic and social changes. Based on a future world in which unlimited information is available on unlimited computers, ultimate decisions will be generated in real time and processes will be controlled objectively. These decisions are not liable to any subjectivity, information or delays. In many sectors of the economy, e.g. the public health sector or the autonomous control of vehicles, techniques of artificial intelligence (AI) are applied and increase the quality, availability and integrity of the services offered. The same development can be observed in the field of sales and marketing. Today, ...