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Managing Director, Head of Life+, Mindshare North America
Chatbots have the potential to influence consumers at many touchpoints on the path to purchase. For example, bots are often used by retailers to feed personalized product recommendations to a customer via messaging platforms like Facebook Messenger. But do these bot interactions actually generate purchases? Jeff Malmad, managing director and head of Life+ at Mindshare North America, spoke with eMarketer’s Tricia Carr about what chatbots can and cannot do for retailers.
eMarketer: Many retailers are approaching chatbots as a new channel for providing customer service or offering personalized product recommendations, but do bots have long-term potential in these areas?
Jeff Malmad: We’re really bullish on bots. Messaging with the masses in a personalized, opt-in environment is critical, especially from a customer service perspective.
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