Much like consumers, marketers aren’t immune to chasing after must-have fads and trends. Chatbots — a shiny object du jour within the industry — make a strong case for this. Thus far, however, interest in chatbots has been driven more by vague notions of transforming customer service than by concrete opportunities for bots to drive business value.

Much like consumers, marketers aren’t immune to chasing after must-have fads and trends. Chatbots — a shiny object du jour within the industry — make a strong case for this. Thus far, however, interest in chatbots has been driven more by vague notions of transforming customer service than by concrete opportunities for bots to drive business value.