THE RISE OF AI CHATBOTS

Big tech companies Google, Microsoft, and Baidu have successively rolled out AI chatbots, taking Singapore (and the globe) by storm. The functionality across the various platforms is similar; users will input a request, prompt, or question, and the bot will return a human-like response.

Some of the interesting outputs are as listed: composing music, writing plays, solving student exam questions, and playing chess.

The most prominent being ChatGPT by OpenAI (a Microsoft-backed company), where the prototype is available for public use.

While factual accuracy is currently a drawback, AI task performance can open up a realm of automation in the near future.

Benefits such as shorter lead times across customer service platforms with AI-crafted responses. This also allows for immediate past data referencing for up-todate situational context and maintaining impartial consumer empathy.

Unifying brand tone of voice across brand channels for more effective consumer engagement, such as community management and marketing assets. Nonetheless, brands looking to incorporate AI automation in their marketing processes should ensure that there are human gatekeepers in place to screen content for tone and credibility.

Source: Mothership (2023), Lifestyle Asia (2023)