There are two genus of chatbots. The dumb bot and the smart ‘dumb’ bot.

Chat bots are going to be the next gold rush in the digital marketing space, messenger apps already surpass social network usage and innovative brands such as GE, Amex, Dominos and Whole Foods are already driving conversation through chatbots and connecting to consumers in conversation.

There are two genus of chatbots. The dumb bot and the smart ‘dumb’ bot.
  1. Dumb bots — users just push buttons, walled garden conversations and user experiences. The best option rn
  2. Smart ‘dumb’ bots — clunky ai, bad natural language recognition. faux sandbox experience. This is the future, when ai works or we create an ai experiences that ‘feels’ real.

Dumb bots lead the chat, following a script and providing options — as buttons or copy. Creatively this allows more control of the way a story branches and the flow of conversation.

Smart-dumb bots are the ones that use artificial intelligence to perform a task, currently, there are two main reasons why these aren’t great. They don’t really understand english, and user confuse them easily — smart dumb.

Creating a walled garden is key in the user having a good time, controlling the menu helps design an experience worth having and talking about. Too many options hurt the experience.

“Conversational Commerce will become a focal point for brands wanting to provide a valuable exchange with their consumers — AC”

Messenger bots are always on — EverGreen — accessible through most devices, giving the consumer what they need, creating dormant value.

We’re at the start of boom of chatbots, we’re concentrating on making bots that make things easier from people that use them.

Smart bots that tailor them themselves to people will have to understand and develop personality to surprise and delight users, focusing on enhancing brand experiences.

Our first bot, for Facebook Messenger is called BuildBot, it helps you make things from IKEA by taking you through a manual, step by step.

Just add it and chat it, let it the name of the product and it’ll find you the manual, then go through it with you.

Knock Knock Bot is a Facebook Messenger Bot that tells you knock knock jokes. And just keeps going.

Brands and agencies have an opportunity to tell stories, provide value around the entire purchasing moment and a new way to communicate with people individually.

The temptation to reformat ideas, content and creative for this new platform will do it a massive disservice, new platform, new thinking. Let’s remind ourselves of the beginning of the app boom, innovative thinking trumps innovation for innovation's sake.


If it’s hard to use, it fails. technology in advertising has a chequered past. — brand AR or QR experiences have left no creative legacy. They created nothing that stuck.

Having conversations well will help with onboarding, think of it like this — if your bot does something so well that people think of it first when people need something, then your bot is a success, whether it has AI or not.

Three Things Bot’s Need To Succeed

  1. Creative conversation, story branches and multiple tangents will herald a golden time for copywriters, storytellers and creative strategists.

2. The new ecosystem will need nurturing, we’ll need to lay a bed of foundation content. Dormant content that comes to life every time it’s activated will be a new creative platform for brands and agencies to develop for their consumers.

3. Keep your conversations in a walled garden until your AI is better than Siri, Cortana or Watson. AI can stilt the conversation and frustrate the consumer, ruining the experience.

And lastly have something fun to say. People like fun over utility. So think about easter eggs.

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