You don’t get PR by battening down the hatches; you need a point of view on the world and to be bold enough to try things out. People understand Chatbots are an early stage technology, which is prone to teething troubles.
Microsoft’s bot “Tay”, by way of one example, was hijacked – but, despite the embarrassment and offence it caused, actually highlighted the innovation behind the scenes at the company. The tech didn’t work out this time but it offered a glimpse of the future and showed a resurgence of innovation at Microsoft. It’s been part of helping reboot the reputation of the Seattle giant as the innovator it always was, rather than the corporate giant it has become seen as.
PRs play a critical role here. We work with CEOs, we deal in reputation, and we’re not afraid of entering conversations that we influence rather than control. That should make us the first choice for helping companies and brands deliver against their vision, and to experiment.