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Future Proof Ideas since 2005, by Erwin van Lun

Trend observations, analysis and future predictions since 2005

Brand Agents, the Future Branded Artificial Employees

Brand agents, the perfect brand representatives. Emotional, intelligent, empathic, helpful and available 24/7. However, innovation can stop due to the 130 confusing synonyms a brand agent comes across with.

Brand Agent in ConversationBrand Agents are artificial employees that represent brands in an intelligent and bi-directional engaging conversation. They typically appear in customer service related areas on websites, where they replace the frequently asked questions. However, they now tend to move to home pages of large business 2 consumer brands. Their responsibility is growing. A Brand Agent used to be responsible for about 30% of the questions concerning customer service about recently purchased products, but now some of them are able to answer 95% of the questions. Furthermore, they are no longer only about earlier purchases, but they also provide information about products the consumer has not yet bought. Brand Agents are shifting in their area of expertise!

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