The company plans to incorporate sales and promotional offers, especially in instances where Herb may have missed suggesting an offer. The ultimate goal is to link these efforts back to boosting sales.
This, however, is the first phase of what brands can do with conversational AI bots, according to Uma Challa, senior director analyst at Gartner. The second phase could include facilitating transactions via chatbots, which isn’t new to business, but gen AI creates more human-like interactions with people, while keeping information based on past interactions
“If a customer has purchased something similar in the past, what gen AI can do is bring in all this information and personalize the experience for you when searching for something new,” said Challa.
Site traffic boosting SEO efforts
Gen AI, particularly within Google’s Search Generative Experience, has prompted SEO experts to adapt their strategies for search indexing and discoverability.
To leverage the SEO capabilities, Lēvo has implemented meta tagging on the backend of Herb’s landing page. This includes keywords such as “herbal infusion bot” and “herbal infusion advice,” optimizing the page for higher rankings in relevant searches.
Google’s algorithm is now favoring websites where people spend real amounts of time contributing to site traffic, such as interacting with Herb, said Bellman.
“You get a lot of points with Google for your website if peoples’ session time is longer and Google believes it’s authentic content,” she added.
However, Herb possesses the capability to access data across the internet, excluding competitors of Lēvo—a deliberate instruction given to the chatbot. In instances where Herb provides information beyond Lēvo’s products, it includes the source link, a capability enhanced by GPT-4.
“We have to be very careful because this comes back to SEO and we don’t want someone leaving our site,” said Bellman.
In response, the brand conducts a review of all conversations between consumers and Herb, identifying instances where the chatbot has suggested third-party websites.
“The learning from watching consumers interact [with chatbots] will be 10x bigger in value than the results of these particular chatbots,” noted Pereira.
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