The human side of chatbot

Imagine you're in a shop and need some advice for your next purchase. You look around but can't find anyone to help. What would you do?

You would probably leave the shop, disappointed, and tell your friends and family about your bad experience, which would in turn damage the store’s image. This is exactly what happens every day to thousands of consumers trying to interact with a company to get information. 1 billion users exchange messages every month with business profiles on Facebook but:

Do not ignore them! For any brand, keeping in constant communication with its audience is essential as is building a relationship based on trust. Remember, one consumer you ignore today means four consumers you loose tomorrow.

The consumer is the king — Consumers should be involved and engaged with clear and immediate answers to their requests. Now you’re thinking: “How can I manage the tons of requests I get every day in a timely way?” The answer is simple: chatbots.

Talk, talk! — Chatbot is a language technology. Chatbots are applications that facilitate conversations with people through artificial intelligence.

80% of brands will use a chatbot within 2020
Andrea Tangredi

It’s my baby

In 2016, with 4 partners I founded my start-up, Indigo AI, which focuses on chatbot development. We had the idea during college and made it a reality after spending a few months at Italian start-up incubator H-Farm. We were in the middle of nowhere, we worked incessantly, and couldn’t even make out day from night. But that full immersion allowed us to develope bespoke solutions for clients such as Bayer and DYI giant Bricoman. We also created the first chatbot for the publishing industry for the Huffington Post.

My chatbot is different — When thinking about artificial intelligence, the first thing that comes to mind is cold and soulless robots. But by working with The Ad Store, our platforms take into account “the human factor.” They aim to develop empathy and are constantly updated based on the users’ tastes. So much so that you have the impression you are talking with a friend, not a machine!

Reaching brands should be as easy as writing to a friend
Andrea Tangredi

We propose solutions that are specifically designed for each brand by analyzing their different business needs, understanding of their processes, and assessing of the best tone of voice, design and UX. All of this precedes the development and implementation of our chatbots to personalize each one.

What can you do with a chatbot?


Chatbots allow clients to navigate, select and buy products without ever leaving Messenger. They guide clients along their purchase journey, from choosing the product to paying, and save clients’ basic information within a database.


Chatbots are immediate and active 24/7 to answer all clients’ requests and complaints. They maximize customer care times and facilitate interaction with the brand’s Facebook page.


Chatbots allow users to get customized news from a feed and offer timely information and notifications on their favorite interests. They distribute editorial content in the best way through specific coding.

What are the benefits of chatbot?


Customers want their needs fulfilled quickly, conveniently, and fully. A chatbot helps to build relationships between your brand and customers and that makes them come back for more.


For your employees, it can be hard to keep up with all of your customers. Unlike customer care staff, a chatbot always helps find an immediate answer and engages efficiently with people. Brands can keep costs down while providing better user experiences.


Gain new insights into your audience and learn what customers are talking about. A chatbot helps businesses grow their audience and improve their customers’ interactions while collecting info for CRM databases.

Read more

Pitch perfect – How to bring your creative pitch to the next level
Creative pitches are the craziest and most surrealistic moment of a creative agency’s life. Iconically associated with the advertising industry, they define and sum up how crazy and unpredictable our job can be. But how can you prepare for a creative pitch effectively and bring the pitch experience to the next level? After years and years of successful and less successful pitches, I identified 9 key aspects that can help you plan and manage your creative pitch preparation effectively:
Giulio Nadotti
Creative Director, Italy
Brands, Subcultures & Social Activism
Subcultures are increasingly influencing Brands. Brands are drawing new inspiration from subcultures and learning from them how to start new dialogs about particularly important topics, such as social activism. Why is this change so important and where does it stem from?
Luca Eremo
Senior Art Director, Italy