Chatbots Are the New Influencers Brands Must Woo

Chatbots Are the New Influencers Brands Must Woo

In late 2024, Stacy Simpson, the chief marketing officer of Athenahealth, a health care software and services provider, started asking artificial intelligence chatbots like ChatGPT about her company. The results were not ideal. The chatbots did not know about some of Athenahealth’s offerings and did not name the company as an option when asked. They pulled details from insidery software websites that had not been updated in years. Ms. Simpson re…

From Newsrooms to “Digital Besties”: Why Brand and Media Chatbots Are Copying AI Companions

When people hear “chatbot,” they usually picture two extremes: a boring support widget that says “Please select from these options,” or an AI companion that flirts, comforts, and remembers your favorite snack. What’s happening now is a third category that borrows from both. Brands, publishers, and media companies are increasingly experimenting with conversational products that feel less like a FAQ and more like a personality. In other words, the…