Dive Brief:
- Microsoft introduced a chatbot extension on Bing searches where users can interact with a brand’s intelligent agent to get basic questions answered, per The Drum. The chatbot extension will also be used by the tech giant to build upon its In-Market Audiences categories.
- The Drum report provided an example of the chatbot feature in action with a Bing user searching for "Monsoon Restaurant Seattle" and finding options to view on Facebook or Twitter, along with a box asking the user, "Questions? Ask Monsoon Restaurant bot for help."
- In other Microsoft news, the company is shutting down its Groove Music streaming service and users' ability to purchase music in the Windows Store, according to TechCrunch. Interestingly, it partnered with competitor Spotify to port former Groove users over to the popular platform. Users have until January 31, 2018, to complete the move.
Dive Insight:
A chatbot extension on the Bing search engine adds another level of utility for users to get a more seamless and friction-free experience, as well as an opportunity for brands to directly connect with consumers. Though Microsoft might be a bit late to the chatbot game, perhaps it's just a bit gun-shy after having to shut down its AI-based bot called "Tay" in March 2016 when Twitter users quickly taught it to become a sexist and racist Twitter troll. the company also censored its Chinese-language chatbot, Xiaoice, last November to meet government standards around blocking what the Chinese leadership considered inappropriate content.
Regardless, Microsoft appears to be using this opportunity to expand its capabilities within the search market at a time when more brands are looking for ways to engage consumers in messaging where they are spending time.
On the Groove Music front, the service has always faced an uphill battle given the already crowded space of big players like Spotify, Pandora, Apple and other well-entrenched competitors. Microsoft is likely to gain some goodwill with the Spotify partnership, and the company could be dodging a bullet down the road by dropping the music service now to free up more time for other development opportunities.