Headline: Wells Fargo to test AI-driven customer chat experience for Facebook Messenger
Wells Fargo is set to launch a pilot to test an AI-driven customer chat experience for Facebook Messenger.
The pilot, which is part of the company’s innovation agenda, focuses on incorporating financial services into third-party environments to meet customers where they are and into the moments they want to use them.
The pilot was initially opened to several hundred Wells Fargo team members, but now the American financial services company is planning to invite a few thousand customers to participate as it is expanding the testing environment.
Wells Fargo has been providing online assistance to its customers on Facebook platforms since 2009. But in May last year, Messenger was adopted as its main Facebook medium to address customers’ queries and service issues. From this time onward, majority of Wells Fargo’s customer meetings are now conducted on Messenger instead of its public news feed.
Back in February, Wells Fargo had outlined that AI will be an area of focus for its Payments, Virtual Solutions and Innovation (PVSI) group, as it sees an increasing number of opportunities to better leverage data to provide personalised customer service through its bankers and digital channels.
Steve Ellis, head of Wells Fargo’s Innovation Group, where the company’s Artificial Intelligence Enterprise Solutions team is based, said: “AI technology allows us to take an experience that would have required our customers to navigate through several pages on our website, and turn it into a simple conversation in a chat environment.”