Chatbots are not a particularly new phenomenon to this world.
They are in essence nothing more than a programmed input-output system.
Facebook has already proven itself a mercurial platform for commercial interests.
While publishers and brands recognize that Facebook is a powerful driver of traffic, they cannot control things like the algorithms that prioritize what content is discoverable.
Social media networks are a natural place for these transactions to exist: a digital location pre-populated with each user’s personal contacts and preferences, designed specifically to track each user’s interaction.
It’s no surprise then that in April, at their flagship F8 developer’s conference, Facebook’s Mark Zuckerberg announced support for developers to build chatbots based on the Facebook Messenger platform. Yet for anyone thinking about building a chatbot for any other platform besides Facebook Messenger, there are some serious challenges in how to distribute the bot and gain traction.
Whether this is due to an increase of competition, rising costs of competing or hitting a ceiling of volume, every business will face the challenge of seeing diminishing returns on a once high-performing channel for them.