IPG Media Lab hosted a panel discussion on the topic of Conversational Interfaces. The panelists included representatives from Msg.ai, X.ai, and SoundHound. The general consensus among panelists was that messaging is solidifying its place as the preferred mode of mobile communication. It’s true that voice interfaces are rapidly improving and gaining traction. And email is probably still the channel that businesses use most often to schedule meetings. But consumers are flocking to messaging platforms to communicate with friends and, increasingly, even to do business.
Companies like Msg.ai and Imperson are popping up to help brands design conversational characters that can interact with consumers via popular messaging platforms. During the IPG Media Lab panel, Msg.ai founder and CEO Puneet Mehta spoke about a campaign his company worked on for Sony Pictures to promote the Goosebumps film. Msg.ai created a conversational chatbot to represent the snarky Slappy character from the film. This promotion was similar to the one involving Imperson’s promotion of The Muppets Show that I wrote about a few months ago.
What are the compelling reasons to start looking at shifting brand promotion to messaging platforms? How can you leverage existing intelligent assistant technologies to get a leg up on conversational interfaces? I examine these questions in more depth in my recent post Messaging: The Future of Brand Engagement? on the Opus Research site.