Chatbots have generated a lot of hype over the past few months. Some marketers see them as a passing trend with no real hope of bots ever functioning like humans. Others see them as innovative tools to help brands communicate more effectively without losing sight of the human component.
What is missing from that discussion though, is the fact that chatbots aren’t an all or nothing marketing choice — to use or not to use — but rather a communication channel, one tool out of many options in the marketing stack.
