The rise of chat bots gives marketers the opportunity to literally align what their brands do with what they say. The right bot personality can connect a brand’s persona with consumer expectations and make for fun, interesting and emotional experiences. Whether this means adding bots to ecommerce, social media or creating apps, now more than ever brands can have more personalized conversations with the customer. Gabe Weiss, Innovation Lead at SapientNitro, walks through approaches to alignment and creating chatbot personality. Link to presentation video here: http://bit.ly/2fgMjd6

1. OMMA | Mediapost Bots & Chat 2016
Building Brand Bots:
The UX of Personality
Presented by Gabe Weiss
PRESENTATION VIDEO LINK>

2. By 2020, Gartner predicts that more than
of customer engagement will be
managed without people85%

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Ava

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Ava
Tinderbot

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#NOCLIPPYBOTS

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AI / Machine Learning:
• Understands language,
not just commands.
• Continuously gets
smarter as it learns from
conversations
How Do Chatbots Work?
Rules-based
• Can only respond to
very specific
commands
• Only as smart as it
is programmed to be

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AI / Machine Learning:
• Understands language,
not just commands.
• Continuously gets
smarter as it learns from
conversations
How Do Chatbots Work?
Rules-based
• Can only respond to
very specific
commands
• Only as smart as it
is programmed to be
DUMB YOUNG

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#BOTSRDUMBANDYOUNG

15. Brands need to connect with customers
on entirely new levels to ensure they
don't become ‘meh’

16. OMMA | Mediapost Bots & Chat 2016
Building Brand Bots:
The UX of Personality
Presented by Gabe Weiss

17. Copyright © 2016 Sapient Corporation

18. Copyright © 2016 Sapient Corporation
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19. Copyright © 2016 Sapient Corporation
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20. Copyright © 2016 Sapient Corporation | ConfidentialCopyright © 2016 Sapient Corporation | Confidential
We integrate strategy, creative,
advertising, analytics and
technology expertise under one roof,
balancing business need and
customer experience across channels
Creative
Strategy
Technology

21. Copyright © 2016 Sapient Corporation | Confidential

22. THE UX OF PERSONALITY

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A Brand image is projected by how a brand character looks, what it says,
and how it behaves…it’s Personality
LOOKS SAYS
DOES
Adapted from Birkigt & Stadler’s Corporate Image Model
VoiceVisual
Character /
Personality
Behavior
Brand
Image

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PERSONALITY
Refers to individual differences in
characteristic patterns of thinking,
feeling and behaving.

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Personality Traits
Image: Dimitri Otis / Getty Images
In 1936, psychologist Gordon
Allport found that one English-
language dictionary alone
contained more than 4,000
words describing different
personality traits
4,000+
https://www.verywell.com/trait-theory-of-personality-2795955

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ARCHETYPE
EMOTIONAL
CONNECTION
EXPERIENCE
DIMENSIONS
ROLEOF
THEBRAND
UX OF PERSONALITY
+ + +

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ARCHETYPE
EMOTIONAL
CONNECTION
EXPERIENCE
DIMENSIONS
ROLEOF
THEBRAND
UX OF PERSONALITY
+ + +

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What type of role
do we want to play?
CONCIERGE / COACHINSTRUCTOR FRIEND PARENTADVISOR
BUTLER
MENTOR

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Retail FashionApparel
What role do we want to play?

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ARCHETYPE
EMOTIONAL
CONNECTION
EXPERIENCE
DIMENSIONS
ROLEOF
THEBRAND
UX OF PERSONALITY
+ + +

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ARCHETYPE
EMOTIONAL
CONNECTION
EXPERIENCE
DIMENSIONS
ROLEOF
THEBRAND
UX OF PERSONALITY
+ + +

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What type of emotional connection
do we want?
HIGHLOW
Empathetic EmpoweringEncouragingReassuring Inspiring

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“Coach” example
HIGHLOW
Empathetic TransformingEncouragingReassuring Inspiring
Different behaviors.

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ARCHETYPE
EMOTIONAL
CONNECTION
EXPERIENCE
DIMENSIONS
ROLEOF
THEBRAND
UX OF PERSONALITY
+ + +

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We can assemble a differentiating variety of interactive behavior by aligning
traits with measurable experience dimensions
Transforming
Teach
Inspire
Endure
Strategize
BrandPersona/Character
“Coach”
ExperienceDimensions
Support

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Experience Dimensions can be measured
Transforming
Teach
Inspire
Endure
Strategize
BrandPersona/Character
“Coach”
ExperienceDimensions
Support
SENSE
FIT
ACCESS
CONTROL
CONTIUITY
SNROXDimensions

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ARCHETYPE
EMOTIONAL
CONNECTION
EXPERIENCE
DIMENSIONS
ROLEOF
THEBRAND
UX OF PERSONALITY
+ + +

40. Bots with personality

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#BOTSRDUMBANDYOUNG

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#NOCLIPPYBOTS

58. BuildingBrandBots:
TheUXofPersonality
Copyright © 2016 Sapient Corporation
Gabe Weiss
Retail Innovation Lead
@geedub_nyc
gweiss@sapient.com