This story was delivered to BI Intelligence Apps and Platforms Briefingsubscribers. To learn more and subscribe, please click here.In July, we reported that source code discovered by Chris Messina in Messenger would enable features like paid subscription ads from publishers via chatbots. At the time, however, Messengers policy blocked brands from posting promotional content on the service.This week, the chat app updated its policy, opening up the platform for standard messaging and paving the way for brands to begin engaging with subscribed users via the Messenger channel. Its also the first indication as to how Facebook plans to monetize the platform.Promotional chatbot messages can be sent only via standard messages. These are typical customer service communications in which the user initiates the conversation. Once the conversation is triggered, a chatbot has 24 hours to reply, as per the new policy.For brands, the update serves as a way to leverage the massive reach Messengers platform provides. The chat app boasts more than 1 billion monthly active users, and is regularly one of the most used apps in mature markets. Existing companies using the service have three months to comply with the new rules for standard messaging, which came into effect on Monday. Facebook promises to review new bots within five days. Companies that want to begin using the service need to submit an outline for how their bot will work in the next six months. This will allow Facebook to ensure brands bots are not inundating users with spammy messages.The addition of a monetization strategy is the first step in Facebooks efforts of building out its Messenger platform into the app store of the future.Bots present a lucrative monetization opportunity for Facebook, similar to how app stores became moneymaking ecosystems for Google and Apple. If the company can monetize Messenger in the same way that Apple has monetized the App Store, it could stand to generate annual revenue of up to $32 billion from chatbots,accordingto estimates from BI Intelligence, Business Insider's premium research service.Advancements in artificial intelligence, coupled with the proliferation of messaging apps, are fueling the development of chatbotssoftware programs that use messaging as the interface through which to carry out any number of tasks, from scheduling a meeting, to reporting weather, to helping users buy a pair of shoes.Foreseeing immense potential, businesses are starting to invest heavily in the burgeoning bot economy. A number of brands and publishers have already deployed bots on messaging and collaboration channels, including HP, 1-800-Flowers, and CNN. While the bot revolution is still in the early phase, many believe 2016 will be the year theseconversational interactionstake off.Laurie Beaver, research associate for BI Intelligencehas compiled a detailed report on chatbots that explores the growing and disruptive bot landscape by investigating what bots are, how businesses are leveraging them, and where they will have the biggest impact.The report outlines the burgeoning bot ecosystem by segment, looks at companies that offer bot-enabling technology, distribution channels, and some of the key third-party bots already on offer.The report also forecasts the potential annual savings that businesses could realize if chatbots replace some of their customer service and sales reps. Finally, itcompares the potential of chatbot monetization on a platform like Facebook Messenger against the iOS App Store and Google Play store.Here are some of the key takeaways:AI has reached a stage in which chatbots can have increasingly engaging and human conversations, allowing businesses to leverage the inexpensive and wide-reaching technology to engage with more consumers.Chatbots are particularly well suited for mobileperhaps more so than apps.Messaging is at the heart of the mobile experience, as the rapid adoption of chat apps demonstrates.The chatbot ecosystem is already robust, encompassing many different third-party chat bots, native bots, distribution channels, and enabling technology companies.Chatbots could be lucrative for messaging apps and the developers who build bots for these platforms, similar to how app stores have developed into moneymaking ecosystems.In full, the report:Breaks down the pros and cons of chatbots.Explains the different ways businesses can access, utilize, and distribute content via chatbots.Forecasts the potential impact chatbots could have for businesses.Looks at the potential barriers that could limit the growth, adoption, and use of chatbots.To get your copy of this invaluable guide, choose one of these options:Subscribe to an ALL-ACCESS Membership with BI Intelligence and gain immediate access to this report AND over 100 other expertly researched deep-dive reports, subscriptions to all of our daily newsletters, and much more. >> START A MEMBERSHIPPurchase the report and download it immediately from our research store. >> BUY THE REPORTThe choice is yours. But however you decide to acquire this report, youve given yourself a powerful advantage in your understanding of chatbots.Join the conversation about this story
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