These days, almost anybody with money-making interests on Instagram is thinking about AI. Specifically, small operations (say, single creators or overworked marketing teams) are thinking: how can I get AI involved in growing my business?
But it’s not all roses.
Users are learning the hard way the pitfalls of unleashing AI on an unsuspecting public without thinking of all the consequences.
One of the darker stories circulating the web: a pet crematorium that introduced AI into its DMs, where a lot of the bot’s responses included a string of emojis like 🐶 💀 🔥.
Oof.
Obviously, there’s work to be done. Thankfully, we’ve done it. Not only have we spent the extra real people hours building out a product that makes far fewer mistakes, we’ve also tested it to make sure you won’t burn any bridges with your audience.
Step Right Up
Here on the Internet, engagement is everything. But how do you maintain meaningful interactions with your audience while you go from “who’s that” to “me, that’s who?” And how can you collect data to use later at-scale?
Our AI Step tool.
These customizable bots handle customer conversations while you can focus on doing what you love — whether that’s making vegan shampoo or trimming bonsai trees.
AI Step allows you to insert a chatbot into any of your automation flows at any point, giving you the power to engage, grow, and convert at scale.
Here’s how to wield it most powerfully.
1. Go to Flow Builder
Navigate to the Manychat Flow Builder. From the dropdown menu, select “AI Step.” This action initiates the process of creating an AI-powered conversation flow.
2. Set Up the AI Step
First, you’ll want to give it a clear goal.
This is the stated outcome for the bot’s conversation with a customer. Borrowing from the horrific example above, we’ll go with: “Compassionately help people get answers on the process of cremating a pet.”
Write a script that asks the right questions. This is your chance to understand the needs of the customer and get to know them or their situation better. Asking their first name is always a good start. (They can opt out if they don’t want to give you personal info.)
For our pet crematorium example, we might first ask messengers the reasons for their inquiry. Have they lost a pet recently? Are they considering pet cremation?
Then we can get personal without being pushy: What was your pet’s name? What breed? How old was he/she? Did they have a favorite toy?
Remember, this isn’t just about information collection — any bot worth its microchips can do that — but connecting with your customer.
Then, arm your AI with insider knowledge about your brand. Think: Where you’re located, what your hours are.
But also more brand personality specific: your tone of voice, phrases/terms not to use, how formal or casual should it be, should it use emojis, and what emojis may or may not be appropriate.
3. Configure Your AI’s Personality
Your bot doesn’t have to be boring. 🪩🤖
This is your chance to get creative and test how well you know your audience.
The CEO of a popular mattress company told us she recently tested out a GenZ voice versus one styled after their adorable grandfather.
To her surprise, ol’ gramps won out, getting more conversions while learning about their customer. And the customer, well, they got some quality time with a caring grandparent (and a kick-ass mattress). It’s a win-win.
Or, you could always go the AI Prompting route.
In which case, we recommend the R.O.S.E.S method. Giving it a:
R: Role – Define the role or persona you want the AI to take on.
O: Objective – Clearly state the goal or desired outcome of the interaction.
S: Style – Specify the tone or style you want the response to have.
E: Examples – Provide examples or context to guide the AI.
S: Scope – Set the boundaries or limits of the response.
Frameworks make the dream work.
4. Set Up Data Collection
Wanna crush your future marketing efforts? You better get deep in data. Like so deep you need snorkel and a strong set of lungs ’cause you’re not coming up for air for a while.
Except instead of tediously doing all the asking and collecting, the AI does it for you so you can just enjoy your snorkeling trip to the Maldives.
AI Step can effortlessly gather info about:
- Customer demographics: where they’re located, phone number, email, etc.
- What types of people are looking for your services (i.e., someone whose pet has already passed, people planning ahead, or people researching for someone else).
- Their mental state: Are they angry, upset, confused?
5. Quality Test the AI
Testing helps identify potential issues or improvements before going live. It allows you to see how the AI responds in various scenarios.
Have a little fun with it. Pose some questions from your FAQ to it. See how it responds. Try to break it. The entire goal here is to put it through the ringer. A little quality control if you will.
You know, so you don’t send grieving pet parents 🐶 💀 🔥 as a reply…
6. Select the Channel Where It’ll Be Deployed
Ensuring the AI Step is deployed on the correct channel is crucial for reaching the intended audience.
7. Set the Flow Live to Activate the AI Step
This activates the AI Step, making it available for user interactions.
8. Monitor Your Performance
Tracking start and finish rates helps measure the AI’s effectiveness. But if you really want to win, you need to apply what you’re learning. Establish some tests, like A/B testing different AI personalities. Remember Gramps from Step 3?
Is your audience generation specific? Do they understand emojis, or are they still using the 👍?
You might be surprised what your audience actually enjoys engaging with. Set specific goals based on performance, like reducing response times or increasing lead generation, and adjust your AI’s instructions to optimize results.
Trusting bots with your online business communication doesn’t have to be a fire and forget solution. At least, not with Manychat. Our AI Step is a chance to test, learn, apply, and understand your customers better, so you connect more empathetically (without offensive emojis).
All without having to monitor it 24/7.
Do it for Fido.
