Bots. Voice assistants. For all of the talk given to the subject the, a brand manager might think they’re stuck in 2009 if they haven’t adopted a Messenger bot or an Alexa skill. The reality, however, is only 7% of brands have put AI-powered chatbots to use, and only another 27% are actually looking into it.
What gives? The digital darling of our time is being ignored by 93% of brands?!
Something’s clearly missing, and it seems the biggest misunderstanding is expectations on the part of brands. They're simply too high when it comes to chat and voice assistants. Too often these tools meant to engage consumers are approached with a “throw in everything but the kitchen sink” mindset. The reality is the best assistants out there serve focused purposes.
There’s Power in Focused AI
Chat and voice assistants can be incredibly useful when the focus is clear. Some allow users to book airline tickets. Others allow them to order food, add things to a grocery list or get customer service. One even lets people dispute parking tickets.
People understand focus. They understand the purpose of the assistant and more importantly, they know how to use it, which means they do.
Don’t Strive to Be the Next Alexa
It’s a whole new world, and the sky is what seems to be the limit when it comes to digital assistants. Even Google, Amazon, Microsoft and Apple have hiccups with their assistants that are designed to parse, interpret and respond to voice inputs from time to time, and that is their focus!
All too often brands seem to approach these assistants with the attitude that they need something that seems to compete with the Echos and Google Homes of the world. That shouldn’t be the case.
Help Consumers in One Aspect of Life
Consumers are seeking out assistants to help them get more done in every aspect of their lives. Brands should identify the sliver of life they can help with. Focus on what a user might actually need that the brand can provide.
Find your assistant’s singular focus and invest efforts in delivering value on that single aspect incredibly well. That’s where brands can deliver value and that’s where brands can deliver an assistant that provides consistent value people will come back to time and time again.