AdLingo, a Google supported startup is putting chatbots inside display ads where users can type in their questions directly and receive quick responses. The first brands to test this is Allstar Kia dealership and Tophatter, a live auction site. While chatbots are not a new way to communicate with brands, they have mostly lived on the advertiser’s website or within a messaging app, like Facebook Messenger. What differentiates AdLingo’s chatbot is that it lives within a display unit targeted to an in-market shopper with a specific CTA like “Chat now”. The entire experience happens within the same page or app, without any additional steps that require you to leave to another platform/ site. While it’s still too early to tell efficiency of this new unit, Allstar Kia has been able to learn a consumer’s user journey in their car trade-in process through the types of questions that are being asked.
Gartner predicted that by 2020, 85% of business will be conducted without human interaction. Brands consistently find ingenious ways to improve their customer experiences with the assistance of artificial intelligence. Early-adopters such as Sephora makes product recommendations with a chatbot. Starbucks’ artificially intelligent barista takes your order. And as we’ve already learnt from Jack in the Box’s campaign such as the Reddit AMA, people crave transparency, and to feel a direct line of communication. Bringing this experience into the native environment they’re already consuming content is another step in improving the user experience.
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