It may seem like chatbots are designed to make us go crazy at times. But new research from Publicis Media shows that the ones that are genuinely helpful are moving the needle for brands in positive ways.
“When a brand gets a chatbot experience right—by making it easy to use, helpful and fun—it has the power to drive brand preferences in a way that isn’t true for mobile websites and apps,” said Vanessa Evans, svp, analytics and insights at Publicis. New research shows that friction-free chatbots drove a significant increase in the “likely to recommend” brand preference metric with an 8% lift versus mobile websites and apps.
