Man vs. machine: Consumer perceptions of chatbots

Often, when consumers seek help on a brand’s website, the first representative they interact with isn’t a representative at all — it’s a chatbot. Bot technology has made significant advances in recent years, yet consumers remain somewhat skeptical. Many people would rather interact with a human than a bot, even when bots may be capable of solving their problem without human help. This doesn’t mean bots aren’t useful, but it does mean that companies have to be strategic about deploying them as public perception matures.