Meta and Dentsu launch ‘intelligent messaging’ services for brands

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More than 1 billion people message a business each week on a Meta platform, according to the tech giant, but 50 million of these messages don’t get a response.

That was the impetus for a partnership between Meta and Dentsu, an international advertising agency, to develop a suite of “Intelligent Messaging” solutions that use AI-powered chatbots to improve customer engagement.

The companies unveiled the offering, which is set to launch by February, during a session at the Consumer Electronics Show on the ways retailers are adopting artificial intelligence.

According to Dentsu, Intelligent Messaging will help brands boost their audience, increase one-on-one conversations with customers, and personalize marketing messages. The service will be available across Meta’s Messenger, Instagram, and WhatsApp platforms.

This type of technology is commonly referred to as communications platform as a service (CPaaS), and it’s emerging as the growth of e-commerce incentivizes companies to improve online customer engagement.

Dentsu is currently testing out the service with William Grant & Sons, maker of scotch and whiskey brands such as Glenfiddich and Tullamore Dew.