Gartner Research

Market Insight: Conversational Commerce Creates Frictionless Customer Journeys

Published: 08 July 2016

ID: G00308240

Analyst(s): Stephanie Baghdassarian , Derry Finkeldey

Summary

Artificial intelligence, natural-language processing and bots integrated into messaging apps open new opportunities to interact with customers seamlessly. Strategic planners at technology and service providers must evaluate conversational commerce as a new tool in the digital channel toolbox.

Table Of Contents

Analysis

  • Now and Near Term: Opportunities in B2C Are Expanding
  • Longer Term: B2B Go to Market Will Be Impacted
    • Non-IT Enterprise Buyers Bring Their Consumer Expectations to Technology Purchasing
    • Big Vendors Aspire to All Digital Interaction Models
  • Aligning With Other Touchpoints, Building Trust and Protecting Privacy Are the Key Challenges

Background and Context

The Impact

Conclusion

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