Artificial Intelligence

Chatbot Usage Has Nearly Doubled in B-to-B Marketing This Year

The tech has grown the most of any conversational marketing format, according to a new report

Illustration of a chatbot — Chatbot adoption has outpaced other forms of conversational marketing in b-to-b.Illustration: Trent Joaquin; Source: Pixabay

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Chatbots are seeing a huge surge in business-to-business marketing use this year as the Covid-19 pandemic leads to more advertiser interest in conversational formats to reach consumers.

A new report from b-to-b platform Drift and Heinz Marketing charted a 92% year-over-year growth in chatbot usage compared to more modest increases in other types of conversational marketing, including online live chat and social media. The finding was based on a survey of 538 professionals in the b-to-b space conducted in July.

While