Marketing chatbots: how companies can benefit from employing bots for communication.

Abstract

Marketing chatbots are everywhere, some more obvious than others, and as technology evolves, they become even more helpful for the companies employing them. This study aims to identify these opportunities for businesses in the IT-sector as well as those offering financial services. Furthermore, it identifies the risks the opportunities pose for the customers of the companies employing such marketing chatbots. A mixed-method approach combines two in-depth interviews about the opportunities, with employees working in the sectors of interest, and a small-scale survey among 30 students, who will experience the consequences as part of the new generation.