When Bots Fail, So Do Brands

Opinion: Responsibility cannot be automated, nor can reputation


The world has been overrun by bots, but that’s not really a bad thing.

Bots already account for more traffic on the internet than humans. An estimated two-thirds of tweeted links to popular websites are posted by automated accounts. And with the continuing controversy surrounding algorithmic influence manufacturing on social platforms, it might be hard to see anything positive about the increasing swarms of bots pervading the realm of human communications.

But Google’s recent demonstration of an incredibly human-sounding voice bot booking a hair appointment over the phone drew cheers from the audience, kudos from the press and has immediately sparked debates about how this technology will be applied, regulated and adopted.

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