What are the most innovative, interesting, exciting chatbots used by major marketers and publishers today? This looks at a range of the best chat bots in several categories such as retail, financial services, media, entertainment, CPG, and more. These bots run on platforms such as Facebook Messenger, Amazon Alexa, Google Home, Kik, Skype, Telegram, Slack, and SMS. Brands featured include Bud Light, the NBA, 1-800-Flowers, Disney, Dior, Quartz, Domino's, and many more. Note: I have made updates to this deck but SlideShare no longer allows re-uploads. If you are interested in the latest slides, email me - dberkowitz/at/serialmarketer/dot/net and I will send you a Dropbox link.

1. the
Best
Branded
Bots
1
David Berkowitz
david@serialmarketer.net
www.serialmarketer.net
@dberkowitz
#brandedbots
Check out
50+ bots!
(and counting)
bit.ly/brandedbots

2. #brandedbots 2
About The Best Branded Bots
To keep track of some of the most interesting and cutting edge chatbots by a range of brands, I
created this guide, and it’s regularly updated.
Note that not all of these are “the best.” That’s a moving target. In some instances, the bots are
more noteworthy than amazing. But “The Most Noteworthy, Interesting, or Incredible Branded
Chatbots” is a bit of a mouthful, so forgive my liberal use of the word “best.” In time, some
noteworthy apps may be pared down, especially as better examples emerge in their categories.
As for this guide’s creator, I’m a marketer, writer, erstwhile futurist, and technological tinkerer. I like
to learn what I can from so many generous teachers, and then share as much of that as possible
with others. I hope you will find some of this useful. Your feedback, ideas, and contributions are
welcome. Feel free to contact me anytime, or just talk to my bot at m.me/serial.marketer.
David Berkowitz
david@serialmarketer.net

3. #brandedbots 3
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Subscribe to Serial Marketer’s monthly-ish newsletter, Serially Sporadic, to find out
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Or, if you prefer, you can always follow me on SlideShare, bookmark the
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4. #brandedbots 4
Table of Contents
• Branded Bots by Category
• Alcohol (Beer, Wine, Spirits)
• Beauty
• Consumer Goods
• Entertainment
• Fashion & Apparel
• Financial Services
• Food & Beverage: CPG
• Food & Beverage: QSR, Recipes, Grocery
• Government
• Healthcare, Pharmaceuticals & Wellness
• Media
• Retail
• Travel
• Transportation
• Resources
• Useful resources
• Bot developers referenced
• About the author

5. ALCOHOL
(BEER, WINE,
SPIRITS)
5#brandedbots

6. #brandedbots 6
About This Bot
Name: Bud Light
Platform: Messenger
URL: m.me/budlight
Description: This menu-driven app
tells consumers how to win tickets to
an event, but that requires making a
purchase through another app
Date Launched: Summer 2016
Developer:
Results/Notes:

7. #brandedbots 7
About This Bot
Name: Johnnie Walker
Platform: Messenger, Alexa
URL: m.me/JohnnieWalkerUS
Description: The bot, across
Messenger and Alexa while also
incorporated into its site, provides
drink recipes, tasting tours, and
shopping through ReserveBar, Drizly,
and Cocktail Courier
Date Launched: September 2016
Developer:
Results/Notes:

8. #brandedbots 8
About This Bot
Name: Macallan US
Platform: Messenger
URL: m.me/themacallan.us
Description: Get tips on tasting
whiskey, plus the history of the
beverage and of the brand in this
menu-driven bot
Date Launched: September 2016
Developer: Snaps
Results/Notes:

9. #brandedbots 9
About This Bot
Name: Patron
Platform: Alexa, Facebook, Twitter,
Web
URL: patrontequila.com/ask-patron
Description: Learn about tequila and
find a good margarita
Date Launched: March 2017
Developer:
Results/Notes:

10. BEAUTY
10#brandedbots

11. #brandedbots 11
About This Bot
Name: Katy Perry’s Mad Love (by
Coty and Katy Perry Perfums)
Platform: Kik
URL: bots.kik.com/#/KPMadLove
Description: Consumers can
exchange Kik points for the perfume
– the first time consumers can
redeem rewards points for physical
goods in a US chat app
Date Launched: August 2016
Developer: Block Party
Results/Notes:

12. #brandedbots 12
About This Bot
Name: Sephora
Platform: Kik
URL: bots.kik.com/#/sephora
Description: The first beauty brand
to create a Kik bot, it offers
recommendations and allows for in-
app purchases
Date Launched: March 2016
Developer:
Results/Notes:

13. CONSUMER GOODS
13#brandedbots

14. #brandedbots 14
About This Bot
Name: GE Appliances
Platform: Alexa
URL:
http://www.geappliances.com/ge/conn
ected-appliances/voice-activated-
appliances.htm
Description: GE upgrades its WiFi-
connected appliances with Amazon
Alexa integration
Date Launched: September 2016
Developer:
Results/Notes:

15. #brandedbots 15
About This Bot
Name: Glad Leftovers
Platform: Alexa
URL:
www.amazon.com/gp/product/B01MS
K0GFN
Description: Set reminders for when
you store leftovers in your fridge or
freezer
Date Launched: December 2016
Developer:
Results/Notes:

16. ENTERTAINMENT
16#brandedbots

17. #brandedbots 17
About This Bot
Name: Doc Brown, promoting “Back
to the Future” by Universal
Platform: Messenger
URL: m.me/DocBrownHillValley
Description: Doc Brown chatted up
fans of the film series to find out why
the real 2015 was so different from
the movie version
Date Launched: October 2015
Developer: Imperson
Results/Notes: This was a limited
release bot

18. #brandedbots 18
About This Bot
Name: Disney’s Zootopia
Platform: Messenger
URL: m.me/DisneyZootopia
Description: This detective game
includes personalized badges for the
sleuths
Date Launched: June 2016
Developer: Imperson
Results/Notes: Currently inactive (it
ran ahead of the film’s DVD release)

19. #brandedbots 19
About This Bot
Name: National Geographic
Channel’s “Genius”
Platform: Messenger
URL: m.me/NatGeoGenius
Description: A bot impersonating
Albert Einstein to promote National
Geographic’s show “Genius”
Date Launched: April 2017
Developer: Imperson
Results/Notes:

20. #brandedbots 20
About This Bot
Name: Now You See Me 2
Platforms: Kik, Messenger
URL: m.me/NowYouSeeMeGame /
bots.kik.com/#/nowyouseemegame
Description: An interactive game for
the movie sequel’s launch – but one
with very limited and forced options in
terms of choosing the flow of the
game
Date Launched: June 2016
Developer: Sequel
Results/Notes:

21. #brandedbots 21
About This Bot
Name: NBA (National Basketball
Association)
Platform: Messenger
URL: m.me/nba
Description: Originally launched for
the NBA finals, it continues to offer
resources on teams, players, and
league news
Date Launched: June 2016
Developer: WSC Sports
Technologies
Results/Notes:

22. #brandedbots 22
About This Bot
Name: Sacramento Kings (NBA)
Platform: Native mobile app (iOS,
Android) + Messenger
URL: www.nba.com/kings/kings-app
Description: A new app to
accompany the Kings’ new stadium
features KAI (Kings Artificial
Intelligence) to handle fan queries;
KAI directs to the Messenger
experience
Date Launched: September 2016
Developer: Built.io, M&C Saatchi LA
Results/Notes:

23. FASHION
& Apparel
23#brandedbots

24. #brandedbots 24
About This Bot
Name: Adidas Women UK
Platform: Messenger
URL: m.me/adidasWomenUK
Description: The Adidas Studio
London bot gives information about
the women’s fitness classes there
Date Launched:
Developer:
Results/Notes:

25. #brandedbots 25
About This Bot
Name: Burberry
Platform: Messenger
URL: m.me/burberry
Description: Launched for London
Fashion Week 2016, it offers details
on the new collection with links to buy
new additions, has an option for live
chat, and directs users to watch the
runway show
Date Launched: September 2016
Developer:
Results/Notes:

26. #brandedbots 26
About This Bot
Name: Dior
Platform: WeChat
URL: bots.kik.com/#/KPMadLove
Description: France’s Dior is the first
designer to sell a limited edition
product on China’s WeChat
Date Launched: August 2016
Developer:
Results/Notes:

27. #brandedbots 27
About This Bot
Name: Michael Kors
Platform: WeChat
URL:
Description: Customer service for
shoppers remote and in-store, it
allows for a more personalized
shopping experience
Date Launched: July 2015
Developer:
Results/Notes:

28. #brandedbots 28
About This Bot
Name: Lokai (with charity:water)
Platform: Messenger
URL: m.me/livelokai
Description: Jewelry brand Lokai
partnered with charity:water for
perhaps the first branded cause
marketing bot, with 2.5 hours of
content illustrating the 2.5 hours of
walking that girls like Yeshi must do to
get water
Date Launched: September 2016
Developer: AKQA
Results/Notes:

29. #brandedbots 29
About This Bot
Name: Tommy Hilfiger
Platform: Messenger
URL: m.me/tommyhilfiger
Description: TMY.GRL A.I.
Messenger Bot showcases the new
fashion line featuring supermodel Gigi
Hadid. While menu driven, it also
understands text commands.
Date Launched: September 2016
Developer: Facebook, Msg.ai
Results/Notes:

30. FINANCIAL SERVICES
30#brandedbots

31. #brandedbots 31
About This Bot
Name: American Express
Platform: Messenger
URL: m.me/AmericanExpressUS
Description: This AmEx US pilot
sends messages about purchases
made with the card, and offers info
about the card’s benefits. It
specifically isn’t designed for
customer service.
Date Launched: October 2016
Developer:
Results/Notes:

32. #brandedbots 32
About This Bot
Name: American Express
Platform: Alexa
URL: amazon.com/dp/B01MDMHNZ7
Description: Make payments, get
offers, check your balance all via
voice
Date Launched: May 2017
Developer:
Results/Notes:

33. #brandedbots 33
About This Bot
Name: Capital One
Platform: Amazon Alexa
URL:
capitalone.com/applications/alexa
Description: The bank’s customers
can check balances, pay bills, and
track spending
Date Launched: March 2016
Developer:
Results/Notes:

34. #brandedbots 34
About This Bot
Name: MasterCard
Platform: Messenger
URL: newsroom.mastercard.com
Description: Mastercard is launching
bots for bank and merchant powers to
provide AI-powered assistance to
consumers
Date Launched: October 2016
(announced)
Developer: Kasisto
Results/Notes:

35. #brandedbots 35
About This Bot
Name: PayPal
Platform: Messenger
URL:
capitalone.com/applications/alexa
Description: PayPal is rolling out as
a payment option for Messenger
commerce in the US, and PayPal US
customers can receive alerts via
Messenger
Date Launched: October 2016
Developer:
Results/Notes:

36. #brandedbots 36
About This Bot
Name: Western Union
Platform: Messenger
URL: m.me/WesternUnion
Description: Send money, track a
transfer, or contact customer care
Date Launched: April 2017
Developer:
Results/Notes:

37. FOOD & BEVERAGE:
CPG
37#brandedbots

38. #brandedbots 38
About This Bot
Name: Campbell’s Kitchen
Platform: Amazon Alexa
URL: askcampbellskitchen.com
Description: One of the first Echo
brand bots, it recommends recipes
based on user preferences, the
weather, and trending topics. Ad Age
reports it was the fastest skill ever to
be certified by Amazon at the time.
Date Launched: October 2015
Developer: Rain
Results/Notes:

39. #brandedbots 39
About This Bot
Name: Nestle GoodNes
Platform: Amazon Alexa
URL:
https://www.amazon.com/Nestl%C3%
A9-GoodNes/dp/B06XX4T2MQ
Description: Discover recipes, and
use an accompanying Visual Guide
Date Launched: May 2017
Developer: Mobiquity
Results/Notes:

40. #brandedbots 40
About This Bot
Name: Trolli
Platform: Trolli USA
URL: m.me/trolliusa
Description: This is the strangest
chat bot I’ve seen from a brand, with
personality quizzes, games, GIFs,
and other content
Date Launched: July 2016
Developer: Periscope
Results/Notes:

41. FOOD & BEVERAGE:
QSR, RECIPES &
Grocery
41#brandedbots

42. #brandedbots 42
About This Bot
Name: Allrecipes
Platform: Alexa
URL: amazon.com/skills
Description: Get cooking ideas and
discover recipes with step-by-step
guides
Date Launched: November 2016
Developer:
Results/Notes:

43. #brandedbots 43
About This Bot
Name: Arby’s
Platform: Messenger
URL: messenger.com/t/arbys
Description: A parody bot that will
absolutely not order you a Pizza
Slider
Date Launched: June 2017
Developer:
Results/Notes:

44. #brandedbots 44
About This Bot
Name: DOM the Pizza Bot by
Domino’s
Platform: Messenger
URL:
messenger.com/t/domthepizzabot/
Description: Use the Easy Order
button to get your pizza fix
Date Launched: August 2016
Developer:
Results/Notes: At the launch, it’s UK
and Ireland only

45. #brandedbots 45
About This Bot
Name: Domino’s
Platform: Amazon Alexa
URL: www.amazon.com/Dominos-
Pizza-LLC/dp/B01B5G99CC
Description: Reorder your favorite
grub with Easy Order, or use
Domino’s Tracker to find out where
your food is
Date Launched: February 2016
Developer:
Results/Notes:

46. #brandedbots 49
About This Bot
Name: Taco Bell’s Tacobot
Platform: Slack
URL: www.tacobell.com/feed/tacobot
Description: Add Tacobot on Slack to
ask questions about the menu, order
food, find locations, and ask fun
questions like how it’s feeling
Date Launched: April 2016
Developer:
Results/Notes: Announced in April
2016 but as of October 2016, there is
a waitlist for access

47. #brandedbots 50
About This Bot
Name: TGI Friday’s
Platform: Kik, Messenger, Twitter
URL: m.me/TGIFridays
Description: Find restaurants, order
food, and make reservations through
this multi-platform bot.
Date Launched: September 2016
Developer: Conversable
Results/Notes:

48. #brandedbots 51
About This Bot
Name: Whole Foods Market
Platform: Messenger
URL: m.me/wholefoods
Description: Search or browse for
recipes. The recipes direct to landing
pages on Whole Foods’ site.
Date Launched: July 2016
Developer: Conversable
Stats/Results/Notes:

49. government
52#brandedbots

50. #brandedbots
The White House
53
About This Bot
Name: The White House
Platform: Messenger
URL: m.me/whitehouse
Description: Send messages to the
president via this form in this bot with
one very specific purpose
Date Launched: August 2016
Developer:
Stats/Results/Notes:

51. HEALTHCARE, PHARMA & WELLNESS
54#brandedbots

52. #brandedbots 55
About This Bot
Name: Lifestyles SKYN Set the
Mood
Platform: Alexa
URL: amazon.com/SKYN-Condoms-
Set-the-Mood/dp/B0722DCVVQ/
Description: For those 18+, get
some curated music for five different
moods – and find out where to buy
condoms
Date Launched: June 2017
Developer:
Stats/Results/Notes:

53. #brandedbots 56
About This Bot
Name: SKYN Voice Analyzer
Platform: Messenger
URL: m.me/skynvoiceanalyzer
Description: Skyn requests a snippet
of your voice and analyzes it
Date Launched: June 2017
Developer:
Stats/Results/Notes:

54. #brandedbots 57
About This Bot
Name: Playtex (P&G)
Platform: Kik
URL: kik.me/playtexsport
Description: Talk about things like
one’s period, working out, nutrition,
and more
Date Launched: 2017
Developer:
Stats/Results/Notes:

55. #brandedbots 58
About This Bot
Name: Zyrtec (Johnson & Johnson)
Platform: Amazon Alexa
URL:
amazon.com/dp/B06XQ71CLR/ref=sr
_1_1
Description: Get weather reports
with local pollen counts and trending
allergens
Date Launched: April 2017
Developer:
Stats/Results/Notes:

56. MEDIA
59#brandedbots

57. #brandedbots 60
About This Bot
Name: Business Insider
Platform: Line
URL: line.me/R/ti/p/@businessinsider
Description: Tech and finance news
Date Launched: September 2016
Developer:
Stats/Results/Notes: Reached
35,000 in first 24 hours, 230,000
followers in first two weeks (Digiday)

58. #brandedbots 61
About This Bot
Name: CNN
Platform: Kik
URL: bots.kik.com/#/cnn
Description: Explore topics, save
favorite stories for later, and get
personalized news recommendations
Date Launched: July 2016
Developer:
Stats/Results/Notes:

59. #brandedbots 62
About This Bot
Name: Harvard Business Review
Platform: Slack
URL: hbr.org/hbr-bot-for-slack
Description: The app shares
business advice through the business
collaboration platform
Date Launched: October 2016
Developer:
Stats/Results/Notes:

60. #brandedbots 63
About This Bot
Name: National Geographic Geo
Quiz
Platform: Alexa
URL:
www.amazon.com/gp/product/B071S
2LLQN
Description: Try six questions from
National Geographic
Date Launched: June 2017
Developer:
Stats/Results/Notes:

61. #brandedbots 64
About This Bot
Name: Quartz
Platform: Native app
URL:
itunes.apple.com/us/app/quartz-
news-in-a-whole-new-
way/id1076683233
Description: Instead of delivering
standard news alerts, Quartz offers a
conversational, emoji-rife flow.
Date Launched: February 2016
Developer:
Stats/Results/Notes:

62. #brandedbots 65
About This Bot
Name: SI x GameOn Olympics Bot
by Sports Illustrated
Platform: Slack, Telegram, Skype,
Messenger
URL: getgameonapp.com/si-gameon/
Description: While promoting
coverage of the Rio games, Sports
Illustrated is one of the first
mainstream American brands to
launch bots on Slack, Telegram, and
Skype
Date Launched: August 2016
Developer:
Stats/Results/Notes:

63. #brandedbots 66
About This Bot
Name: The Sun
Platform: Messenger
URL: facebook.com/TheSunFootball/
Description: Get team-specific
football (aka soccer) alerts from this
UK publication
Date Launched: February 2016
Developer:
Stats/Results/Notes: At its peak,
43% of chatbot users clicked through
to The Sun’s site (Digiday)

64. #brandedbots 67
About This Bot
Name: Vogue
Platform: Google Home
URL: vogue.com
Description: Talk to Vogue via Home
to get exclusive takes from Vogue’s
editors about celebrities featured in
their September 2017 issue
Date Launched: August 2017
Developer:
Stats/Results/Notes:

65. RETAIL
68#brandedbots

66. #brandedbots 69
About This Bot
Name: 1-800-FLOWERS
Platform: Messenger
URL: m.me/1800flowers
Description: Shop for flowers or get
support for your order
Date Launched: April 2016
Developer:
Results/Notes:

67. #brandedbots 70
About This Bot
Name: Casper’s Insomnobot 3000
Platform: Web
URL: insomnobot3000.com/
Description: Only available between
11pm and 5am, it’s a chatbot for night
owls
Date Launched: Septemer 2016
Developer:
Results/Notes:

68. #brandedbots 71
About This Bot
Name: College Stylist Bot by Target
Platform: Kik
URL: bots.kik.com/#/targetcollegebot
Description: Get ideas for how to
decorate a college dorm room
Date Launched:
Developer:
Results/Notes:

69. #brandedbots 72
About This Bot
Name: H&M
Platform: Kik
URL: bots.kik.com/#/hm
Description: A personal stylist bot
that builds recommendations around
clothing of the consumer’s choice
Date Launched:
Developer:
Results/Notes:

70. #brandedbots 73
About This Bot
Name: Victoria’s Secret Pink
Platform: Kik
URL: bots.kik.com/#/vspink
Description: Answer questions to
determine the right size bra, and get
recommendations for the best bra for
you
Date Launched:
Developer:
Stats/Results/Notes:

71. SERVICES
74#brandedbots

72. #brandedbots 75
About This Bot
Name: Coldwell Banker Home of the
week
Platform: Alexa
URL: bots.kik.com/#/vspink
Description: Get a weekly audio tour
of the home of the week. If only they
could get Robin Leach to do this.
Date Launched: June 2017
Developer:
Stats/Results/Notes:

73. TRANSPORTATION
76#brandedbots

74. #brandedbots 77
About This Bot
Name: UPS
Platform: Alexa, Messenger, Skype
URL: m.me/theupsbot
Description: Offers shipping rates,
finding UPS locations, tracking
packages
Date Launched: November 2016
Developer: in-house
Stats/Results/Notes:

75. TRAVEL
78#brandedbots

76. #brandedbots 79
About This Bot
Name: Alaska Airlines’ Jenn
Platform: Web
URL: alaskaair.com (click “Ask Jenn”)
Description: A self-service customer
service bot that is one of the longest-
running yet created
Date Launched: February 2008
Developer: Next IT
Results/Notes: More than 20 million
questions answered

77. #brandedbots 80
About This Bot
Name: Amtrak’s Ask Julie
Platform: Web
URL: Amtrak.com (click “Ask Julie” in
the top search bar)
Description: A self-service customer
service bot, building on the 800-USA-
RAIL phone support launched a
number of years earlier
Date Launched: October 2012
Developer: Next IT
Results/Notes:

78. #brandedbots 81
About This Bot
Name: Hilton
Platform: Web
URL:
Description: An AI-driven booking
assistant
Date Launched: June 2016
Developer: [24]7 Inc
Results/Notes: Expanding initial
rollout from UK and Ireland, but not
yet available everywhere as of Q4
2016

79. #brandedbots 82
About This Bot
Name: Kayak
Platform: Alexa
URL:
amazon.com/KAYAK/dp/B01EILLOXI/
ref=sr_1_1
Description: An AI-driven booking
assistant
Date Launched: May 2016
Developer:
Results/Notes:

80. #brandedbots 83
About This Bot
Name: KLM Royal Dutch Airlines
Platform: Messenger
URL: messenger.klm.com
Description: During booking or
check-in, opt to integrate with
Messenger to receive relevant travel
updates
Date Launched: March 2016
Developer:
Results/Notes:

81. #brandedbots 84
About This Bot
Name: Uber
Platform: Amazon Alexa
URL: amazon.com/Uber-
Technologies-Inc/dp/B01AYJQ9QK
Description: Use voice commands to
order and Uber or UberX, or track
your ride status
Date Launched: February 2016
Developer:
Results/Notes:

82. #brandedbots 85
About This Bot
Name: Uber
Platform: Messenger
URL: uber.com/messengerlaunch/
Description: Unlike other bots where
you interact with a bot, Uber (and its
nemesis Lyft) are integrated within
Messenger, so you can book rides
directly while conversing with others
Date Launched: December 2015
Developer:
Results/Notes:

83. RESOURCES
86#brandedbots

84. #brandedbots 87
Useful Resources
• Bots.directory: a bot directory
• Bot Finder: a bot directory
• Botlist: an app store for bots
• Botpages: the world’s largest open bot directory
• Bots Facebook group: 10,000+ members
• chatbots Weekly: newsletter
• Kik Bot Shop: directory of their bots
• Telegram Bot Store: directory of their bots
• TopBot’s Best of Bots: a site and very useful weekly newsletter

85. #brandedbots 88
Bot Developers Referenced
• Agilitee
• Block Party
• Chatfuel
• Conversable
• Imperson
• Kasisto (KAI)
• msg.ai
• Mobiquity
• Periscope
• Rain
• Sequel
• WSC Sports Technologies

86. #brandedbots 89
About The Author
Name: David Berkowitz, Chief
Strategy Officer of Sysomos and
blogger at SerialMarketer.net
Bot Platform: Messenger
Bot URL: m.me/serial.marketer
Email: david@serialmarketer.net
Website: www.serialmarketer.net
Twitter, Instagram, LinkedIn:
@dberkowitz
Results/Notes: 15+ year agency and
digital media veteran (eMarketer,
360i, MRY, Sysomos) in marketing,
strategy, and innovation roles