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How Conversational Interfaces Challenge Brands

Presented by:

Laura Rueda

It is a natural progression: the more technology develops, the closer it comes to human interaction. Our expectations are extremely high. We got used to coherent and cohesive experiences, sleek interfaces and brands having their own personality. And now, we find ourselves back to human-like conversations, where hesitation, sidetracking and short attention spans come to play. It is not possible to hit undo or navigate breadcrumbs. And brands have to express their positioning as if they were human. When the experience is good, we feel at home; when it is bad… 

In this session we will discuss how Information Architecture is key to build a human to human communication between brands and customers over chatbots, voice and other hybrids.





February 2020