The document discusses the rise of chatbots and their uses. It defines a chatbot as an AI program that simulates conversation. Chatbots are increasingly being used by companies for customer service, commerce, and information due to people spending more time on messaging platforms. The document outlines several company chatbots examples and how they are used for tasks like food ordering, travel booking, retail purchases, and workplace information.

1. Chatbot 101
By Robert McGovern

2. “…bots are the new apps”
Microsoft CEO,
Satya Nadella
“First there were websites,
…then there were apps,
…now, there are chatbots”
Kik CEO

3. What is a Chatbot?
“…a program designed to simulate conversation with
human users on messaging platforms”.

4. They’ve been around for years…
Microsoft
Office Assistant
Instant
Messenger

5. What is a Chatbot?
Today, emphasis on Artificial Intelligence.
Think...
– Apple’s Siri
– Amazon Alexa
– Google Assistant
But on mobile messaging platforms like
Facebook Messenger, WeChat, WhatsApp etc.

6. What is a Chatbot?
From multiple-choice decision trees
…to more complex Artificial Intelligence
...Mobile Functionality  location-based
services, payments, loyalty programmes,
push notifications...

7. Trend #1
People are moving away from
traditional social networking channels
& onto messaging apps instead
Why now?

8. Trend #1
People are moving away from
traditional social networking channels
& onto messaging apps instead
Why now?

9. Trend #1
People are moving away from
traditional social networking channels
& onto messaging apps instead
Why now? Trend #2
It’s harder to get users to download and use
your standalone app.

10. Messaging apps provide a central hub for all of these services:
…with no new app for users to download
…using a familiar interface  chat
Bots to the rescue!

11. Far East is 2yrs ahead…
On apps like WeChat, Line, QQ, you can…
– Order a taxi
– Make a restaurant reservation
– Grocery deliveries
– P2P / eCommerce payments

12. 2016 was a big year!
• April ‘16 – Facebook launched its API - developers
can create chatbots in FB Messenger.
– 33,000+ bots released in first 5 months!
• Kik, Telegram & Twitter soon followed

13. 2016 was a big year!
• April ‘16 – Facebook launched its API - developers
can create chatbots in FB Messenger.
– 33,000+ bots released in first 5 months!
• Kik, Telegram & Twitter soon followed
• WhatsApp is next!!!

14. Types of chatbots
M-Commerce Customer Support News & Utilities &
Subscriptions Entertainment

15. Business use cases
Customer Service
• Technical support
(troubleshooting)
• Product information
• Customer notifications
• Account enquiries
m-Commerce
• Promotions + up / cross-selling
• Billing + payments
• Fraud protection
• Bookings + appointment
management

16. F&B / Hospitality
Retail
Utilities
Media
Who is getting involved?

17. F&B – Burger King
• Order meals via chat.
• Click & Collect service.
• Uses your location to suggest the nearest
Burger King to pick-up your order.

19. • Get flight info within a conversation:
– Itinerary
– Boarding pass
– Check-in confirmation
– Delay notifications
• Choose to receive info via Messenger when
you book tickets through their website.
Airlines – KLM

20. Retail – 1-800-Flowers
• Buy flowers directly via a conversation.
• Gift suggestions + previous orders remembered.
• 10,000s of users in first 2 months.
• >70% of chatbot orders have been from new
customers (Messenger users are typically
younger than current customers).

21. Retail – H&M
• Gives style recommendations & suggests looks.
• Teach it about your style through a series of
questions, then it recommends outfits.
• If you like an article of clothing, it links to the
website to buy it.
• Soon – “Charge it to my Visa and ship it
overnight to my home address.”

22. Hotels – Mondrian
• Acts as a tour-guide + showcases the range
of F&B options and entertainment services:
– Browse facilities
– Browse room options
– Help with the booking process
– Look at menus from the hotel’s various
bars and restaurants.
– Make dining / drinks reservations

23. Retail – NotOnTheHighStreet
• Gives users gifting ideas for Christmas.
• Input some basic information, and then a
carousel of related products pops up and
the user can scroll though them.
• Click on a product to purchase, or ask for
another list of products to be displayed.

24. F&B – Pernod Ricard
• The ‘Cocktail Coach’ is an A.I. bartender that
offers recipes and mixing instructions for
people hosting parties.
• Recommending cocktails based on taste
preferences, type and size of event
• Directs users to online supermarket Ocado
where they can purchase the ingredients.

25. F&B – Pret A Manger
• The bot allows people to explore the new
Christmas menu – find out about ingredients.
• More info about Pret’s charity scheme, which
sees 50p of profits on sandwiches donated.
• People are averaging 4 mins in the chatbot and
each user averages 10 messages.

26. Chevrolet
• Launched back in December.
• Gives users tips and encouragement for
completing their New Year’s resolutions.
• Lifestyle campaign – not about the car.
• Send you daily messages / videos.

27. Mercedes-Benz ME
• Launched back in August.
• First motor brand in the Middle East to
launch a chatbot on FB Messenger.
• Book A Test-Drive.
• Explore new models.

30. Ogilvy’s “Roombot”
New London office on the River Thames
1,600 staff / 13 Floors / 80 meeting rooms

33. Ogilvy’s “Roombot”
Why ‘Roombot’ works well:
– Easy to use – type in your room name, it gives you directions.
– It answers a very specific user need
– There’s a finite number of rooms, the names and locations of
which are all known

34. Ogilvy’s “Roombot”
Why ‘Roombot’ works well:
– Easy to use – type in your room name, it gives you directions.
– It answers a very specific user need – question is specific
– There’s a finite number of rooms, the names and locations of
which are all known – answer is specific

35. May the bots be with you!