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The rise of conversational commerce: What brands need to know


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This paper explains how the three major shifts of mobile-first consumer evolution, messaging platforms evolving into payment platforms, and rapid advancement of Artificial Intelligence have enabled the new era of the internet: conversational commerce. It will define conversational commerce and break down the different dimensions of this phenomenon. The paper explores the benefits for users, and how companies are already taking full advantage of creating assisting interfaces. The paper concludes with practical advice for brands concerning what they should take into account when they create their conversational commerce activities.
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Keywords: UX; artificial intelligence; big data; branding; chatbots; consumer experience; conversational commerce; digital marketing; digital payment; eCommerce; machine learning; messaging platforms; mobile; mobile marketing; service design; social media; user experience

Document Type: Research Article

Publication date: June 1, 2018

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  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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