Since we began constructing bots at KeyReply greater than two years in the past, the trade has seen large curiosity and alter. This makes it onerous for corporations and prospects to determine what’s actually taking place — so we hope to throw some mild on this trade by making a panorama of chatbot-related companies. There’s no approach to put everybody into this panorama, so now we have chosen examples that give readers an outline of the trade, equivalent to notable or dominant suppliers and instruments broadly used to develop bots.

To place all the pieces right into a coherent construction, we organized corporations alongside the axes in line with the features of their bots and the way they constructed them.

On the horizontal axis, the “marketing” perform refers to a bot’s capacity to drive publicity, attain, and interplay with the model or product for potential and present prospects. The “support” perform refers to a bot’s capacity to help present prospects with issues and to resolve these issues for them.

On the vertical axis, “managed” refers to corporations outsourcing the development of bots to exterior distributors, whereas “self-serve” refers to them constructing their bots in-house or with an off-the-shelf device.

Spinning out concentric circles

From the inside out, the concentric circles symbolize:

  • Platforms: The messaging platforms that allow the existence of bots via strong send-and-receive APIs, frameworks, and ecosystems.
  • Manufacturers: Corporations which have launched and experimented with bots in that quadrant (for instance, Managed x Assist).
  • Suppliers: Corporations which have the capabilities to ship distinctive work in that quadrant.
  • Instruments: The supporting instruments utilized by suppliers, manufacturers, or builders to ship bot experiences.

Listed here are a few of our observations about every of the concentric circles.


On this research, textual content is the principle interplay mode we discover (we would discover voice bots in one other research).

Fb Messenger is likely one of the main chat platforms, with over 1 billion day by day energetic users worldwide. With a robust push internally inside Fb for Messenger bots, a lot of corporations and builders alike have been closely investing in such bots.

SMS stays a baseline choice, and corporations proceed to make use of it to ship automated reminders and data. As completely different messaging apps acquire a foothold, equivalent to Line and Telegram, their bot platforms will develop into extra enticing for corporations to put money into. (WhatsApp as a bot platform remains to be conjecture at this stage.)

By platforms, the type of bot content material and interplay paradigm additionally differs. Line and Kik bots are typically extra model engagement targeted, and usually tend to be “loudhailer” type bots (largely bulletins and promotions) than SMS or Messenger bots, which are typically extra different throughout assist and model engagement.


Manufacturers are corporations which have launched their very own bots, break up by bot type in particular quadrants as outlined above.

Advertising and marketing bots are typically largely campaign-driven, the place they can be utilized successfully for driving engagement in brief bursts. Longer-term advertising and marketing or gross sales efforts available in the market are nonetheless largely experimental, as it could be onerous to outline metrics for achievement with no robust indicator from the proof-of-concepts.

Assist bots, nevertheless, have been round for for much longer, and prospects are already used to them. Metrics for deflection and buyer satisfaction might also be extra well-defined; therefore there will probably be a “flight to quality” on this area to these suppliers that genuinely can ship on their guarantees to reply prospects properly, not piss them off, and elevate the assist experience.


These are supporting instruments utilized by the suppliers and types or by bot builders.

This can be a part that’s fairly onerous to characterize, as a result of many corporations received’t simply reveal their tech stack the place yow will discover them. Simply primarily based on our personal exploration and interviews with different bot corporations, these are a few of the extra helpful instruments that contribute drastically to the bot-building endeavor.

Utilizing this panorama

What does your corporation want: advertising and marketing or assist?

  • In case you require fixed interplay with shoppers to drive engagement or gross sales (whether or not corporations equivalent to Victoria’s Secret and even governments equivalent to, take into account a advertising and marketing chatbot.
  • In case your merchandise require heavy buyer assist or help (electronics corporations equivalent to Apple), you need to deal with a buyer assist bot.

How do you do it: purchase or construct?

  • Does your organization have the assets and capabilities to construct software in-house? For instance, Skyscanner has a robust present tech group and strong algorithms; therefore, they’ll apply that to their flight search bot.
  • Does your organization have the assets to deal with complicated NLP and information science points which may come up? If no, then you definitely is likely to be higher off outsourcing the development of bots, which isn’t your core enterprise.

Must you do it: strategic or faddish?

  • In case your worth proposition entails offering handy and quick service to your prospects, then growing bots in-house might improve your worth proposition and strengthen your organization’s aggressive benefit in the long term.

What do you wish to make investments: all-in or experimental?

  • Would you like or have to have a full management of conversations or buyer information and have already got a good suggestion what a bot ought to obtain? If yes, then discover an enterprise-grade supplier or construct it in-house with a particular group devoted to the mission for at the very least Three-6 months.
  • In case you’re merely experimenting with bots, then it’s tremendous for those who sandbox some information and construct a small use case on the cloud, working with a supplier for a proof-of-concept or hacking collectively a bot internally.

What’s subsequent

We’ll proceed updating this map as we go alongside. In case you suppose there’s a model, supplier, or device that must be added, please tell us! In case you’d prefer to argue for or towards any classification, inform us that as properly, and we are able to have a wholesome debate.

Thanks for studying, and don’t overlook to share for those who discovered this convenient!

Extra examples for every quadrant may be discovered on the KeyReply blog.

Carylyne Chan is the COO at KeyReply, a enterprise bot platform.

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