Narrative: Apps Are Dying
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Narrative: Apps Are Dying (Jan 24, 2017)
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Also today at F8, Facebook overhauled its Messenger Platform, which launched last year, and went as far as to call it Messenger Platform 2.0. That kind of separation from the version launched a year ago is smart, because the first round was ill thought out, with the vision for bots both too expansive and not nearly detailed enough. In the year since, Facebook has made a lot of progress, and the version of bots it now offers to developers is much more compelling and better suited to the kinds of things it will be used for. Facebook is also getting better at serving small and medium sized businesses, which continue to make up an enormous chunk of the total base of businesses in many markets. That’s important because these businesses represent the biggest future opportunity for Facebook advertising, which is already well penetrated among larger enterprises. I’m still skeptical that bots have broad appeal beyond a few specific categories, but it’s starting to look like Facebook has cracked at least some of what it will take for bots to be successful in those categories where they do make sense. And it’s less religious about bots as full-fledged experiences now, too, which means that other flavors of automated, semi-automated, and human-driven interactions can live side by side more seamlessly, which is smart.
This change was reported by The Information a while back but has now been confirmed by Facebook: the M hybrid human-virtual assistant Facebook was testing last year has now been released in a much reduced and entirely AI-based role inside of Messenger. That makes a ton of sense and it sounds like Facebook has been successfully testing this feature for a while with positive user response. The only worry I’d have is that it could be seen as invasive or intrusive, both in the sense of invading users’ conversations uninvited and in the sense that it will appear to be “listening” to users’ conversations for key words and phrases that will trigger that intervention. Privacy isn’t a one-size-fits-all thing – everyone has their own preferences and tolerances for the tradeoffs online services can sometimes entail – so I’d expect to see a range of reactions from delight to outrage.
via The Verge