Your chatbot will define your brand

Summary

AI chatbots are becoming customers' main interface with companies. Customers experience their interaction with the chatbot as an experience of the brand itself, forming emotional bonds, sharing personal information and expecting consistency across exchanges. This shift creates both opportunities and risks for companies. Executives need to design and govern the life cycle of this relationship: defining the chatbot's role, tailoring interactions to customers' needs, calibrating the appropriate level of intimacy, repairing trust when it is broken, and determining which relational roles given to AI can coexist under a single brand. The article argues that AI is turning brand management into relationship architecture, with the advantage going to companies that design these relationships deliberately.

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