Kantar - Future Proof: How can you make the most of chatbots?

There are more and more times when we find ourselves talking to what might seem like a person, but it's actually a bot, often powered by AI. But what does the research say about the best way to use them? What can businesses do differently to improve their reputation, and get deeper customer insights? Professor Andrew Stephen, L'Oréal Professor of Marketing at Saïd Business School, takes us through some recent research his team has conducted around the impact of anthropomorphised (human-like) chatbots in customer service. Their assessment of thousands of real interactions, as well as some experimentation, has revealed that the more human a chatbot seems (even if the correspondent knows it is not human), the more we expect it to be effective.