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CTO, Madison Reed
(Not pictured)Heidi DorosinCMOMadison Reed
An influx of brand marketers have started testing artificial intelligence (AI)-powered chatbots as a means to offer product information and customer service 24/7 through consumers’ smartphones. eMarketer’s Tricia Carr spoke with Dave King, CTO at Madison Reed, and Heidi Dorosin, the hair color brand’s CMO, about how it developed its chatbot for SMS and Facebook Messenger to help customers make better purchase decisions.
eMarketer: What led you to test AI and chatbots at Madison Reed?
Dave King: We wanted to use photo recognition to remove that last bit of guesswork for our customers who complete our online Color Advisor survey, which helps them find their best hair color. Rather than look at swatches to identify their current color, we latched onto photo recognition to determine the customer’s true current hair color.
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