Digiday – Drop it like it’s bot: Brands have cooled on chatbots
What goes up must come down.
Just this week, Facebook said it was “refocusing” its use of AI after its bots hit a failure rate of 70 percent, meaning bots could only get to 30 percent of requests without some sort of human intervention.
Many brands had already begun dropping their bots, saying that they didn’t do what they were supposed to. Fashion retailer Everlane, which was one of the first Facebook Messenger partners, announced last week it would no longer use it, saying they would rather stick with email. For another conversational commerce pioneer, Spring, customers have found that the bot, based on Facebook Messenger, is hard to use and doesn’t have the level of personalization people expect.
“Bots that we are proposing for clients and customers are based on making sure we’re identifying a true need,” said Pam Scheideler, chief digital officer at Deutsch L.A. Scheideler and her team built a TacoBot for Taco Bell, which she cited as a good example of solving for a true need — group orders from the restaurant.
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