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Lookbook

Data/CRM

Personality in a Chatbot? Yes, Please

Published on .

The Cosmopolitan of Las Vegas hotel brought on a new staffer this year: Rose helps guests get access to free drinks, or planning crazy evenings. One guest even referred to her as a "sultry siren" since she often uses the kiss emoji to answer requests or questions. Rose, however, only works through SMS text. She's a chatbot.

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The Cosmopolitan launched Rose, a chatbot, with its core agency R/GA to better interact with customers in a fun and playful way. Accessible via text, Rose functions as both a concierge and a housekeeping aide in guest services. But her missives are anything but robotic. When once asked about free champagne, she replied, "Do I look like a sugar daddy?" The hotel purposefully branded Rose to engage in a cheeky way in keeping with its slogan, "Just the right amount of wrong."

Formerly just a plot mechanism in science-fiction stories, artificial intelligence is finding its way into contemporary commerce as a growing number of marketers turn to bots to better connect with customers and, in some cases, offer something digitally distinctive. Companies such as eBay, Taco Bell, 1-800-Flowers and Macy's have all experimented with chatbots as a customer relationship tool.

Research from Forrester showed 5% of companies worldwide said they were using chatbots regularly in 2016; 20% were piloting them; and 32% were planning to use or test them in 2017.

If you are looking to change up your CRM plan and try an innovative approach, turn to Lookbook to find the right partner.

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