Recent events like Brexit and the COVID-19 pandemic have reshaped consumer behaviour, emphasising the need for adaptable strategies. Communication planning, guided by models like Balmer's AC²ID Test and the DRIP Communications Model, is key. It helps businesses align messaging with objectives, differentiate in the market, and drive engagement — a roadmap to success.

Thanks to recent improvements in the accuracy of natural language to speech-to-text technologies, and the algorithms underpinning them, chatbots are now the new face of online customer service.