Conversational AI is used in the form of voice and chatbots. In recent years, this technology has been disrupting several industries. These include travel, e-commerce, and financial services and banking. Much has been written about this, but there’s another industry that deserves a closer look. The media and entertainment industry has begun using conversational AI in a wide range of applications.
In many ways, this makes sense. The media and entertainment industry tends to be tech-forward. Further, AI depends on data to thrive, and an industry that is in the business of creating and consuming data in various forms is a perfect match.
Companies in the media and entertainment space can deploy conversational AI in order to gain a wide array of benefits. Conversational AI can empower audiences to find information, and improve communication.
The following use case will show a few of the various applications in which media and entertainment companies can use conversational AI.
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Personalized Content Discovery
There’s more to conversational AI than real-time conversation. A media chatbot remembers the user’s preferences. Then, thanks to NLP technology, the bots can remember not just the conversations, but also the context of those conversations.
Using that information, media companies can then curate news stories and other content, that are especially relevant to readers and subscribers. This is more important than ever in a climate where people have so many options when it comes to consuming news and entertainment.
Translating and Localizing Content
A multilingual chatbot that is powered by artificial intelligence can take any piece of content, and translate it into the language the recipient needs. It can also translate information about that content into the necessary languages. This can help ensure that international publications get further reach than ever before.
In addition to this, conversational bots can collect information from international customers on the content and other data they wish to have translated or localized. This information can help brands better understand and segment their global customers.
Event and Tour Promotion
Entertainment companies need the means to promote their events and sell tickets in the most effective, budget-friendly means possible. Chatbots make it easier to spread the word about tours and events.
By using chatbots as a tool, brands can take advantage of the reach of social media platforms, their own websites, as well as other channels to communicate with their audience about events that could be of interest to them. With chatbots, brands can send notifications and personalized alerts that are sent according to the target user’s preferences and interests. On some platforms such as Facebook or event landing pages, they can even be used for direct ticket sales.
Increase Merchandise Sales
Some of the most successful media and entertainment brands make a significant amount of money from the sale of merchandise. Chatbots can help entertainment brands market and promote this merchandise, and entice more of their customers to buy products. In addition to this, chatbots can collect data about customer purchases, chat inquiries, user information, and other data. Then, this information can be used to determine which products are likely to be most interesting in the future.
Measure Customer Satisfaction
Customer survey data can be exceptionally valuable. However, that value is limited according to the customer’s level of engagement at the time they take the survey. With a static survey, there’s no real way to tell if the customer has stopped paying attention, or if they are attempting to answer questions that aren’t relevant to them.
A chatbot can be used to present customers with surveys on any matter. This includes support, customer service, website experience, product satisfaction, and more. Even better, because these conversations are delivered by an AI-powered chatbot that is capable of acting on responses in real-time.
This means the bot can select the next questions to ask based on customer input. In a voice survey, it may also be able to detect customer frustration and disengagement. In turn, it will be able to cut the survey short, rather than continue to collect unreliable data.
This data can then be analyzed to determine how to improve customer experiences, support procedures, even influence content and product development. Finally, customer support bots can collect data on customer satisfaction and concerns when engaging in online support chats.
According to Estelle Liotard, a content writing supervisor, editor, and writing expert at MyAssignmentHelp review site, “This data can also be used to drive further content marketing initiatives and more profound case studies. Real-time surveys can produce astonishingly accurate and up to date information on customer’s needs, concerns, and preferences. Content creators can then act on that information quickly to write blog posts, social media videos, and other content across a variety of platforms.
Boosting Click-Through Rates
Paid advertising has an average click-through rate of 1.91% on search ads. Display ads are less than 1%. CTR for email marketing is about 4%. With chatbots that soars to between 15 and 60%.
There are a few reasons for this. First, customers have explicitly signed up to receive notifications from chatbots. More importantly, chatbot messages are custom curated according to user preferences and behaviours. Finally, because recipients can respond in real-time, you get immediate feedback from them on the messages you send.
Examples of Chatbots in Entertainment and Media
Understanding how conversational AI is disrupting the entertainment and media industries is just the beginning. It’s also helpful to have some meaningful examples of how this is being applied in real-world applications.
One particularly relatable example would be a chatbot connected to a music streaming service. By engaging in conversations with listeners, chatbots can collect information that can be used to build custom playlists, and curate personalized recommendations to users.
In addition to this, home assistant bots such as Google Home can be used to provide users with music, sports, and other entertainment. Then, they can take that information, and use it to curate other content that is relevant to those users.
Another example is the use of branded chatbots that are connected with movie and entertainment franchises. In one instance, Disney created a chatbot for kids to go along with its 2016 film, Zootopia. Fans would work hand in hand with their chatbot partner, Lieutenant Judy Hopps, the animated bunny who was the star of the animated film. The bot would take the user’s input, then use that to explore different possibilities as it worked to solve the crime.
Media and entertainment companies can use chatbots and messengers that have AI and NLP capabilities to better engage with their audience members, curate content, and collect data to be used to improve customer experiences. Even better, because chatbots can be custom built to meet each brand’s needs, there is really no limit to their potential uses.`
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