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Rather than build its own branded chatbot and lure consumers to interact with it, crowdsourced apparel company Betabrand partnered with fashion chatbot Epytom to engage with its existing user base. eMarketer’s Tricia Carr spoke with Aaron Magness, Betabrand’s CMO, about how many users are willing to purchase something recommended by a chatbot, and what brands should be wary of as they test the technology.
eMarketer: What was the biggest challenge for breaking into the chatbot space?
Aaron Magness: Chatbots allow you to engage with the end-user in a way that’s quite different from how they normally expect to engage with a brand, but how they’re comfortable engaging with other people. How do we marry this together and have a conversational approach that actually provides value?
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