In talking with clients about how they can use AI as part of their marketing, one area that might be the easiest to implement is that of installing an AI chatbot on your website. These chatbots were around before ChatGPT, and with advances in AI, these new AI chatbots have only become that much more intelligent.

In fact, it is safe to say that AI chatbots have become indispensable tools for businesses looking to enhance customer service, improve efficiency, and provide 24/7 support. Chatbots are now able to simulate actual human conversation’s natural rhythms and cadence. Evolving through natural language processing and machine learning, modern chatbots’ advanced technologies can be a significant help in your business. 

Let me introduce you to the different types of AI chatbots, their key benefits, and how to implement them effectively in your business. Whether you’re new to AI chatbots or looking to optimize your current strategy, this guide will provide you with the insights needed to succeed.

An Introduction to AI Chatbots

If you have ever reached out en masse to an influencer on a social media platform, or sent in a query to a customer service chat box, you have likely come into contact with the virtual agents we have come to know as chat bots. While chatbots may have once relied primarily on a series of rigid questions or a dedicated prompt template, many chatbots have continued to evolve to develop a more natural human language in their responses, and are increasingly being used in business. 

What exactly are these bots, however, and how are they useful? First, I want to take a look at exactly what an AI chatbot is, and how it can be used to mimic human intelligence to automate tasks, carry on conversations, and simplify customer service. 

What is an AI Chatbot?

AI chatbots are tools that use artificial intelligence to replicate human conversation. Using technology developed for AI to identify conversation time and rhythm, a chatbot is able to respond to questions and requests in real time, essentially acting as virtual agents. An AI chatbot can be an incredible resource, because they utilize human language to engage with people looking for answers to questions, or help with a given task or request. 

An AI chatbot uses language models to take in, break down, and return language. The process begins with a question or request, undergoes a lightning-quick intake process that parses through all of the language to find key phrases, and results in a “conversation” between the chatbot and the user. Chatbots are designed to act in the place of human agents, from Meta AI to other ChatGPT alternatives, in order to streamline tasks and minimize workload. 

Why Are AI Chatbots Important?

Chatbots may have once been a novelty or a handy tool, but they are rapidly becoming a necessity in the digital field. AI chatbots perform vital tasks across industries. By enhancing customer service, improving operational efficiency, and delivering 24/7 support, chatbots continually demonstrate their value in ecommerce, content creation, and virtually all other forms of digital creation and business. 

From keeping track of and sending newsletters to the email addresses in your CRM to crafting the outlines to blog posts in Google Drive, to storing a conversation history to provide personalized recommendations, chatbots are becoming an integral part of business. With email features, background work, and more, chatbots have essentially become the backbone of many administrative and marketing teams. 

Benefits of Using AI Chatbots

Although there is plenty of information on the market encouraging the use of chatbots and other AI software, the many benefits of incorporating chatbots into your business may not be as readily available. Bringing on a chatbot can help improve engagement, increase cost efficiency and scalability, and improve data collection and analysis, from Google search to website traffic. 

Improved Customer Engagement

AI chatbots effectively enhance customer engagement and encourage ongoing communication. A chatbot can be used to provide quick and personalized responses. These responses can keep users interested, mimic a personal connection, and provide a conversation continuity option that goes beyond a simple keyword-triggered back and forth. 

Many users can set up chatbots to respond to comments and direct messages, in addition to having a dedicated chat window in which to direct questions to customer service or to request help. On social media, this can look like encouraging followers to comment a specific word, to immediately have a link, or digital file sent their way. On a website, something like Jasper chat can be used to improve a customer’s chat experience, and offer immediate help for anyone searching for personalized recommendations or suggestions. 

Cost-Efficiency

The cost efficiency of chatbots is enormous. An efficient chatbot reduces the need for large customer service teams, and provides clients and customers with support around the clock. Whether you use a desktop chatbot or take advantage of a mobile option, chatbots increase cost efficiency by significantly reducing the need for a dedicated service team. 

Scalability

Plenty of tools require upgrades or fall out of favor entirely as a business begins to scale, but AI chatbots frequently rise to the occasion when scaling is required. Chatbots can easily scale alongside business growth and handle increasing numbers of customers. Increasing customer interactions means an increasing need for useful (and positive) chat experiences, and a chatbot–especially a multilingual chatbot–is frequently up to the task without a proportional increase in costs. 

Data Collection and Analysis

Whether you are using a Chatbot for WordPress, or you are using another bot altogether, chatbots collect valuable data while they interact with users. That data can then be analyzed in order to improve products, services, and customer experiences.

It may seem that a chatbot is primarily used to answer user questions or simplify your workload, they are actually great vehicles to gather data–something human agents cannot do. Virtual agents gather data to ultimately improve your business as a whole and provide numerous points of analysis. 

Types of AI Chatbots

Chatbots all typically use language models to function, but there are many different types of bots to address different needs. From Google Bard to Claude 3.5 Sonnet, different chatbots are used to address different needs and complete different tasks. I have put together the most common types of AI chatbots currently available on the market. 

Transactional Chatbots

A transactional chatbot is one that handles more straightforward tasks. Processing orders, scheduling appointments, and delivering product information are all common tasks for a transactional chatbot. They can help improve user experience, but do not necessarily address long-form questions and conversations. 

Informational Chatbots

Informational chatbots are the bots designed to deliver knowledge-based support. They can be used to answer frequently asked questions (FAQs) and guide users to relevant resources. These typically operate using prompt templates, as a template can quickly and easily provide a response to a question or request. Informational chatbots can be used to gather an email address, as well, which can then be added to your email list. 

Problem-Solving Chatbots

These bots are used to both diagnose and resolve customer issues. A problem-solving chatbot can also have the ability to escalate a complex problem to a human agent. This, too, can be an opportunity to gather a prospective client’s email address; you can direct customers to use an email that links to customer service, and gather information that way.

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These chatbots are great for products or brands who notice common questions slash issues, as they can be used to address common problems and limit required manpower.

Feedback and Survey Chatbots

Feedback and survey chatbots collect customer feedback and satisfaction scores. If you have ever been on a website or mailing list and you have seen a small box pop up with a feedback or survey request, you have likely interacted with a chatbot. This type of feedback can then provide valuable insights for your business. 

Hybrid Chatbots

There are also some chatbots that combine some of the features I identified above. These offer more versatile and comprehensive customer support solutions, and can more effectively streamline business processes, including information gathering and delivery, and customer service tasks. 

Top AI Chatbots to Consider

Now that I have touched on some of the more common types of chatbots, let’s touch on the most frequently used chatbot companies. Many of these will be recognizable immediately, while others may be a bit more obscure. Each offers their own unique take on chatbot processes, and each can be used to address different issues. 

ChatGPT

ChatGPT is arguably the most popular choice for conversational AI. It is popular because it is a versatile tool, able to handle a wide range of tasks. ChatGPT can be integrated into an existing website chatbot through leveraging their API. More information on how to accomplish this can be found here. 

Further Reading: The 17 Best Social Media Automation Tools to Use in 2024

Salesforce Einstein

Salesforce Einstein is a great option for users interested in integrating a chatbot with their CRM system, so it is likely to be the best option for a customer already using Salesforce products. Agent actions within Salesforce Einstein are numerous, as the AI assistant provides functionality across many different aspects of business, including sales, customer service, marketing, and commerce. 

Hubspot

Like Einstein is an AI agent download for Salesforce, the Breeze Copilot is the AI agent download for Hubspot. Another CRM with widespread use within an organization, Breeze Copilot works primarily as a sales and customer service AI chatbot. Again working within its own broader organization, this particular chatbot can be a great option for anyone already using Hubspot, who needs some additional help streamlining tasks, managing customer service, and boosting sales. 

Further Reading: 25 Ways How to Leverage AI in Digital Marketing Today

Salesloft

Salesloft is a great chatbot option for organizations primarily interested in lead generation and sales. It has the ability to qualify leads and schedule meetings automatically, which is a boon for businesses focused on these areas. Salesloft also recently acquired Drift, which was considered a leader in conversational marketing. Using conversation history and ongoing customer interactions, this ChatGPT alternative helps qualify leads and improve sales funnels. 

Intercom

Intercom’s AI chatbots are known for providing excellent customer service for users. While many customer service chatbots are simple and provide answers to user questions more than anything else, the focus of Intercom’s chatbot combines customer service and lead conversion. 

Key Features to Look for in an AI Chatbot

Now that there are so many chatbots available, it can be difficult to know what to look for in your own tools. Whether you are looking for an external source of client management, or you are interested in adding a chatbot for improved security in your customer service processes, I have identified some of the most important components to keep an eye on below. 

Multilingual Support

Multilingual support is essential, as it ensures that businesses with a global customer base have the ability to engage with customers from numerous walks of life and from numerous backgrounds. Even if you only ever utilize this function from time to time, it is best to have the ability, should your customer base require customer service in their language without the critical errors that so often accompany attempts to translate manually. 

Further Reading: Writing for Social Media: 15 Tips to Increase Engagement

Omnichannel Capabilities

Omnichannel capabilities are also valuable, as they can help streamline your processes and reduce the need for a project file across each individual platform. Look for a bot that will work across email, chat, and web forms, to simplify your processes and to deliver a seamless customer experience. 

Integration with CRM and Other Systems

Some chat bots require you to go through a step by step process to use, while others offer integration with your CRM and other systems. If possible, opt for a tool that integrates with your CRM and any other system you utilize, as it will make it far easier to personalize interactions and streamline your customer service operations. 

Automation and AI-driven Insights

Chatbots equipped with automation tools are also invaluable in your business operations, as they improve chatbot efficiency and provide actionable insights based on different user interactions. Chatbots, by their nature, are useful tools, but they are even more useful when they can use AI to deliver actionable insights and predict customer behavior. 

Further Reading: AI Social Media Tools: The Definitive 13 Apps You Should Know

How to Implement an AI Chatbot for Your Business

Now that I have covered the different types of chatbots and the most important components to look out for, let’s take a look at how to effectively implement a chatbot in your business. When looking for a generative AI chat app, make sure you are choosing the right one for you, setting it up correctly, and training it to work for you. 

Choosing the Right Chatbot

Take the different types of chatbots and the different options available, and construct a series of goals for your business. If you are looking to combine customer service and sales, Intercom may be the best option for your chatbot needs. If you are working within an industry that utilizes a CRM, such as a real estate company, a chatbot with an easy integration option may be ideal–think Einstein or the Breeze Copilot.

Whichever tool you choose, make sure it has the ability to take conversation history into account to improve learning. 

Integration and Setup

Integrating and setting up your chatbot is going to be far easier if you utilize a bot with its own integration abilities. Meta AI, Google Bard, or WPBot OpenAI are all examples of chatbots with integrations built in, so they can be ideal for people working within these systems–even if other bots offer more capabilities but do not offer integrations. 

Training and Optimization

Once you have decided on the best chatbot to meet your needs, you will need to essentially train that bot to work within your processes. This can mean training it to use language that aligns with your company, to default to relevant page links, and adapt to language as necessary. Using relevant data that you have gathered, whether that is through your use of chatbots, or data gathered from a previously compiled newsletter and information gathered via those email addresses, you can train your chatbot software and optimize its performance based on user feedback. 

Training AI agent actions does take some time, but this does not mean that you cannot begin using your chatbot upon purchase or download; instead, chatbots can learn on the job, so to speak, as they take in language texts and become accustomed to your customer or client base, sites, and even Google Sheets you have compiled or information pulled from Google Cloud.

Further Reading: How to Create a Rock-Solid Social Media Marketing Strategy for 2024 in 9 Steps

Conclusion

AI chatbots have rapidly transformed the way businesses interact with customers. As they continue to grow and evolve, they have offered scalable and cost-effective solutions to enhance customer service and improve engagement. Understanding different chatbot types, their key features, and the best practices for using them in your business, you can leverage AI to stay competitive in your industry and meet the evolving demands of your customers or client base. 

Whether you’re just starting out with AI chatbots or you are looking to optimize your existing chatbot strategy, I have compiled a guide to provide the insights you need to achieve success.