Marketing and Communication: Chatbots and Emerging Tech Analysis

This assignment examines the application of chatbots as an emerging technology within marketing and communication strategies. The document defines chatbots, explaining them as AI-powered programs designed to mimic human conversation and provide instant responses to user inquiries. It explores the advantages of chatbots, such as quick resolution of customer requests, cost reduction, improved security, scalability, and enhanced productivity. The assignment highlights the use of chatbots in marketing and communication, including their ability to interact with website visitors and personalize ads. It also discusses the benefits of chatbots like personalized services and resource savings, while acknowledging drawbacks such as narrowness and the need for human involvement. The assignment delves into ethical and legal considerations, emphasizing the importance of transparency, data privacy, and compliance with consumer laws. Finally, it projects the implications of chatbots for the future of business, particularly for streamlining processes and improving customer service, and references relevant sources.

Digital and Emerging
Media
Chatbots

What is Chatbots?
ChatBot or Chat roBot are
computer programs that
mimic human conversation
or chat with the individuals
using artificial intelligence
(Shepherd, 2018).
With using of chatbots, the
user request can be instantly
attended with the help of AI
based programming embedded
in it. Some of common channels
includes Facebook messenger,
Line and Telegram.

Why Chatbots?
For end -customers For enterprise
Quick Resolution
Security
Accessibility
Accuracy
Lower Costs
Scalability
Versalility
Productivity

Chatbots use In marketing and
communication
With leveraging the power of technology, Chatbots provides a positive customer
experience. It can be used in the marketing and communication in following ways –
 Communicate with website visitors - When visitors come to a business site, they
will ne some answers about their products or services. If they can’t find those
answers, they may never come back. With Chatbots, live chat can be possible and
using chatbots it is possible as one can set default bot persona to be a generic name
and image.

Chatbots use In marketing and
communication
 Personalise ads and user experience – The company can target advertisement
as per the specific likes and dislikes of the users. For this chatbots can be deployed
that can understand and learn user behaviour through series of questions.
 Example, CNN chatbots sends customised news feeds like
in below video -

Benefits and Drawbacks of Chatbots
Benefits
 Help in giving personalised
services to the user and
thus increase customer
loyalty.
 Simplify the purchase
process.
 Service integration
opportunity.
 Resource Savings.
Drawbacks
 One of the issue is Narrowness
as they can be effectively set
for performing an exact task,
but not more (Fryer, Nakao &
Thompson, 2019).
 Not everything can be taught
as many things still need to be
scripted in AI-driven chatbots.
 Customer service still needs
human involvement.

Legal and ethical considerations
 Business often overlook important issues related to legal and ethics of chatbots. It is important
that customers need to know when they are communication with a machine and not an actual
human.
 Ownership of information shared with a bot is also an ethical consideration and one need to
consider this aspect significantly.
 In today interconnected world, privacy and protection of user data is also very important and
therefore all relevant information should be shared ethically.
 Legal considerations can be related to consumer laws, data protection, infringement of third
party rights and rogue chatbots.
 For instance, chatbots may be impacted with implementation of data privacy laws, such as the
UK bringing in the EU’s General Data Protection Regulation (GDPR).

Implications for the future of
business
 Businesses such as call centers have much to gain from this technology as today consumer
face a lot of steps to reach a company relating to customer service issue.
 Chatbots will help business to streamline all the processes by bringing up all relevant
information that a customer service representative needs to assist.
 Enterprises are increasingly turning to web applications to streamline their processes and
make collaboration easier. With deep learning algorithms, Chatbots can conduct the same
tasks as most applications in one integrated system and tailor the results to the user.

References
Fryer, L. K., Nakao, K., & Thompson, A. (2019). Chatbot learning partners:
Connecting learning experiences, interest and competence. Computers in
Human Behavior, 93, 279-289.
Shepherd, A. (2018). Navigating the modern workplace: improving your team’s
performance. Strategic HR Review, 17(6), 307-308.

THANK
YOU