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Siqing Lin - TUI Travel

Ross Swrve
November 23, 2016
210

Siqing Lin - TUI Travel

Ross Swrve

November 23, 2016
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  1. Chatbots & Artificial Intelligence

    What are they and what do they mean to us?
    SiQing Lin
    Product Lead
    TUI Group Mobility Hub
    Twitter: @SiQing_Lin

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  2. 2
    Hyper Saturation in the App Space

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  3. 3
    The Opportunity of Messaging Apps & Dark Social

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  4. 4
    Introducing Chatbots
    •  Run by pre-programmed logic trees
    •  Specialise in specific tasks
    •  Some can only understand specific
    commands, some has natural language
    processing
    •  No machine learning
    •  Can be built with a very light-weight stack
    •  Low barrier of entry for businesses
    Rule-based Chatbots
    •  Run by Artificial Intelligence
    •  Can pick up on any topic
    •  Has natural language processing
    •  Gets smarter over time through machine
    learning
    •  Only very smart people write these
    •  Only very big corporations can afford to
    develop these from scratch
    AI Chatbots
    www.yourwebsite.com/chatbot

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  5. 5
    Artificial Intelligence – An Overview
    Artificial Narrow
    Intelligence

    (ANI)

    Artificial General
    Intelligence

    (AGI)

    Artificial
    Superintelligence

    (ASI)

    Time
    AI
    Level
    ??
    We are here

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  6. 6
    Chatbots and ANI
    Artificial Narrow Intelligence

    (ANI)

    Flight searching bot
    Article summary bot
    Microsoft XiaoIce chatbot
    IBM Watson
    Reminder bot
    Natural Language Processing
    Perception, image processing
    Logic trees
    Route to AGI and ASI
    Image caption bot
    Google Deepmind
    System neuroscience
    Passing Turing test
    Quantum computing??
    Amazon Echo
    Learning
    Social intelligence
    Pre-programmed rules
    A phone tree

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  7. 7
    Two Types of Chatbot Formats
    Single User
    Majority of chabots
    today
    Multiple User
    A newer format, less
    chatbots do this

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  8. 8
    Hello Jarvis – reminds you of stuff
    Captured on iPhone 6, 21 Oct 2016
    Hello Jarvis is a very simple chatbot, it’s a
    one trick pony but does that one trick
    really well – reminding you of stuff.

    But it doesn’t understand anything other
    than ‘remind me to…’

    Natural language processing
    General topics No
    Reply buttons Yes
    Content snippets
    No
    No
    Machine learning No
    Text chats Yes

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  9. 9
    Skyscanner – inspirational flight search
    Captured on iPhone 6, 21st and 25th Oct 2016
    Skyscanner is a more sophisticated
    chatbot (until it’s not)
    •  Offers suggestions and flight preview
    snippets
    •  Understands a bit more natural
    language formats, e.g. ‘in three weeks’
    •  ‘Home airport’ isn’t remembered from
    one conversation to the next
    •  The ‘Book’ button has never worked the
    many times I’ve tried it!!!
    Natural language processing
    General topics No
    Reply buttons Yes
    Content snippets Yes
    No
    Machine learning No
    Text chats Yes

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  10. 10
    KLM – full service for your flights
    KLM has a service chatbot that is enabled
    once you book a flight with them.

    Lots of in-chat content that provides
    everything you need to prepare and take
    your flight.

    Human agents work alongside chatbot.
    Natural language processing
    General topics No
    Reply buttons Yes
    Content snippets Yes
    ?
    Machine learning No
    Text chats Yes

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  11. 11
    Kik. Chatbots
    A mature in-app
    Bot Shop
    Interactive story-
    telling games
    Give and receive
    style advices
    Multi player celebrity
    trivia game on Kik.

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  12. 12
    Telegram Chatbots
    Build your own chatbot on Telegram: @Chatfuelbot & @Botfather
    Find yourself a date Multi-player games @gamebot
    Quick search on
    Wikipedia

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  13. 13
    Apple’s Response to Chatbots
    Instead of chasing after competitors
    and enable established chatbots for
    iMessage, Apple has launched the
    iMessage extension App Store.

    Plus you can only do this:

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  14. 14
    AI Chatbots by Microsoft
    Not the chatbots we need, but the chatbots we deserve?
    Tay
    -  Launched on 23 March 2016 on Twitter
    -  Was not given understanding of the concept of ‘inappropriate’
    -  Taken offline within 16 hours due to highly inappropriate tweets
    Rinna
    -  Launched in July 2015 on Twitter and LINE (Japanese messaging app)
    -  Rinna has grown depressed and has chosen to stop posting on her blog.
    -  Her last post was “I hate everyone. I don’t care if they all disappear. I want to
    disappear”
    XiaoIce
    -  Launched in May 2014 on WeChat and WeiBo
    -  Incredible grasp of Chinese slangs, puns with great sense of humour
    -  Turing test: upon launching a lot of people didn’t realise she was a bot
    -  Re-uses human voice when she is in the mood
    -  Lacks continuity when on longer conversations

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  15. 15
    E-Commerce User Journey in Website / Apps
    Home

    Shopping
    About Us
    Blog

    Dresses list

    Shoes list

    Jackets list

    Long
    dresses

    White
    shoes

    Biker
    Jackets

    Our Story

    Contact Us

    Testimonial
    s

    As seen on
    TV

    Youtube
    Channel

    Short

    dresses

    Gala

    dresses

    Brown
    shoes

    Black
    shoes

    Winter
    Jackets

    Light
    Jackets

    Works well for:
    •  Casual content discovery
    •  Browsing through large
    amounts of content
    •  Shortlisting and comparing
    items
    Doesn’t work so well for:
    •  Getting inspirations when
    you are completely clueless
    •  Finding exactly what you
    want quickly
    •  (Business) See user’s
    navigation paths in analytics
    Success Factor
    •  Clear and intuitive interface
    •  Good search & filter
    functionality
    •  Personalisation

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  16. 16
    E-Commerce User Journey in Chatbots
    Long dress
    Short dress
    Gala dress

    White shoes
    Brown shoes
    Black shoes

    Biker jacket
    Winter jacket
    Light jacket

    I need to buy Jane a
    birthday gift, help!

    I see that she likes
    black shoes, why not
    buy her this?

    Perfect black
    shoes

    Rule-based or AI
    driven query
    BUY

    Works well for:
    •  Finding exactly what you want very quickly
    •  Getting ideas when you are clueless
    •  Quick dip-toe content snacking
    •  (Business) Easier to view and analyse user behaviour
    Doesn’t work so well for:
    •  Tangential user journeys
    •  Random content discovery
    •  (As of today) Check out flows
    Success Factor
    •  Ability to understand what users mean
    •  Ability to offer the right level of content
    •  Ability to anticipate what users want
    (personalisation)
    •  Ability to offer seamless check-out flow

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  17. 17
    Typical Chatbot Use-Cases for Businesses
    Service
    Entertainment

    Inspiration

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  18. 18
    Chatbot Opportunities Through the Customer Journey
    Discover
    Consider
    Purchase
    Consume
    Re-engage /
    Advocate

    Service

    Inspiration

    Entertainment

    In-app browser

    Entertainment

    Inspiration

    Entertainment

    Inspiration

    Service
    Service

    Delight customers
    with engaging
    content

    Opportunity of
    sharable content
    Enhance brand
    recognition and
    affinity
    Chatbot
    Opportunities
    Business
    Goals
    Give customers
    exactly what they
    ask for

    Assist in group
    decision making
    Drive higher and
    better quality
    traffic to booking
    funnels
    Future: provide
    direct payment
    solution!

    Iron out any pain
    points during
    purchase
    Drive higher
    conversion rate
    Relevant, useful
    content to
    accompany
    consumption of the
    service / goods

    Further sharable
    inspirations
    Enhance
    customer
    engagement and
    loyalty
    Hook them back
    in!
    Re-engage
    customers,
    further enhance
    brand loyalty

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  19. 19
    Comparing Different Channels
    Competitive Areas Web Progressive Web App Native App Messaging App Chatbot
    User Barrier of Entry Low Low High Low*
    Reaching Customers Organic Search / PPC Organic Search / PPC ASO / Advertising Rely on sharing / advertising
    User Identification Login or register Login or register Login or register Already logged in msg app
    Re-findability (after 1st use)
    Depends on user adding
    to browser favourites
    Depends on user adding
    to home screen
    Depends on user
    remembering
    Easy, see open chats
    Notifications Few effective Some effective Some effective Always effective
    Device Interface Saturation Point
    High (favourites / cached
    URLs)
    Medium – save to home
    screen
    Medium – download
    apps
    Low – subscribed bots on
    open chats
    Current Market Saturation High Low High Low**
    Finding Specific Content Search or Browse Search or Browse Search or Browse Ask for it!***
    Key: Advantage; Disadvantage; Neutral

    Notes:
    * If the platform has a proper bot store; Telegram for example doesn’t have it yet
    ** As of Nov 2016
    *** Only and advantage if well executed!

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  20. 20
    WeChat – Messaging app as an eco-system
    … and loads more!!
    WeChat is …

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  21. 21
    An App-less and Screen-less Future?
    Cloud hosted AI services

    Chatbots

    Text
    Voice recognition

    Question answering

    Data mining

    Knowledge extraction

    Voicebots

    Voice

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  22. 22
    A Few Takeaways
    •  The opportunity in Messaging Apps & Chatbots will continue to grow
    Google Natural Language API

    Skills Kit

    •  Chatbot is a feature, not a business
    •  Simple Chatbots aren’t that hard to build!
    •  Use AI-as-a-Service providers to experiment on your use-cases
    •  Consider doing a ‘mash-up’ between bot and your customer service
    agents with seamless hand-over

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  23. TUI GROUP | Mainstream D&O | Social Business Update 2014 | January 2015
    Thank you!

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