With more than 3 billion users worldwide, messaging apps are the first face of artificial intelligence (AI) that most consumers will see. Forrester released a new report today detailing the rise of messaging apps and what the future holds for current offerings such as WhatsApp, Facebook Messenger, and WeChat.
The report covers the reach of popular messaging apps, their predominant geographical presence, and their marketing/advertising offering — as well as how consumers typically interact with each other or brands in messaging apps and average engagement levels. Key findings include:
- Messaging apps will collide with AI, chat bots, and intelligent agents, leading to a shift toward new conversation interfaces.
- Messaging apps will drive deeper customer relationships, playing a key role throughout the customer life cycle.
- Marketers will need to change their mindset to make the most of messaging apps.