Personality in a Chatbot? Yes, Please

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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.


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.

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