To Improve Chatbots, Brands Need to Combine Automation With Human Oversight

Otherwise, they can come off as creepy


Sephora is becoming something of a chatterbox. The beauty retailer regularly converses with customers, whether that’s by sharing prom tips with teens on the social media platform Kik, or helping shoppers book in-store appointments via Facebook Messenger.

This type of interactive exchange—in which brands, primarily through messaging apps or chatbots, engage with the customers on a one-on-one basis—is the future of marketing, says Peter Friedman, chief executive of LiveWorld, a provider of conversational marketing software.

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