Australia is built on a good old yarn. At the pub, at the shops, at the school gate, at the footy, over the back fence and, increasingly since COVID-19, online.

Word usage is fundamental to a good yarn where the art lies in the dialogue, stories and anecdotes drawing crowds and sparking conversation. And as the pandemic took hold last year, good solid conversation became more fragile, yet more necessary than ever as we craved connection, rediscovered social ties. Instead of texting, we began talking again.

To help grow your brand, you must really listen to people’s stories before you tell your own. Kantar Australia Head of Brand Guidance Gareth O’Neill writes exclusively for Marketing Magazine about how ‘conversational AI’ chatbots can listen and respond intelligently, making deep conversation with customers possible.

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