In the past few years, chatbots have gone from being a novelty to a normal part of our daily lives. You can now book flights with KLM’s Messenger bot, learn a language with Duolingo’s, order a takeaway with Just Eat’s or find clothes that match your style with ASOS’s virtual assistant Enki. Along with functional experiences, we’ve also seen some creative and playful uses of bots – such as 4Creative’s experience for AI drama Humans.
As AI tech has advanced, bots have become better at understanding human language – but the majority of experiences still feel stilted and robotic. AI assistants aren’t built on tech alone and creating an engaging experience relies on a creative approach to copywriting as much as sophisticated data and digital tools.