Conversational AI marketing turns your campaigns from broadcasts into two-way conversations. Instead of sending a prospect to a form and hoping they fill it in, you invite a reply, and an AI agent carries the exchange: answers the question, captures the details and offers the next step. This article shows how to set that up on the platform for ads, landing pages, SMS and email campaigns, so a reply never sits unread and every conversation becomes data you can report on.
The marketing problem it solves
Most marketing in a 10 to 250 person company stops at the click. Someone sees an ad, lands on a page, reads it and leaves. The few who fill in a form wait for someone to call them. When a campaign does produce replies, such as answers to an SMS offer, a busy team works through them slowly and the warmest ones cool.
A conversational approach lowers the effort for the prospect. Asking "reply YES and we'll send the guide" or "ask us anything about pricing" gets more responses than a ten-field form. The agent makes sure each response gets an answer while the prospect is still paying attention.
Before you start
- Campaigns or landing pages already running, or ready to launch, from Sites or Marketing.
- A clear next step for each campaign: book a call, download a guide, claim an offer, attend an event.
- Consent for SMS and WhatsApp messages, recorded on the contact.
- Tags or a field that records which campaign each contact came from.
- A nurture sequence for people who reply but are not ready to buy.
How to set it up
- In Sites > Chat Widgets, create or open a widget, then save it.
- Go to AI Agents > Conversation AI and open the bot.
- Select the Deploy tab and turn on Chat Widget.
- Open the Chat Widget channel's edit icon and turn on Assign channel.
- Select the widget and add tag conditions if needed.
- Click Update, save the bot and test the widget on your site.
Before connecting the agent, write down the single action each reply should lead to for this campaign and put the offer and its terms in the agent's instructions. Tag contacts with the campaign name as they arrive so every conversation can be traced back to its source.
Where it fits in your marketing plan
Use it at three points. First, on paid traffic, where every visitor costs money and a quick answer lifts the return on that spend. Second, on reactivation campaigns to old leads, where a simple question by SMS gets replies from people who ignored emails. Third, on events and webinars, where the agent handles registration questions and reminders.
Suppose the agency has 3,000 leads older than a year. It could send a two-line SMS to those with consent, asking whether they still need help with a named problem. Replies would trickle in over a couple of days. The agent answers each one, books calls for interested contacts and tags the rest for a quarterly nurture. Staff would read only the conversations the agent hands over.
What it replaces
It replaces long forms on landing pages, the "someone will be in touch" thank-you page and the manual triage of campaign replies. It also replaces guesswork in reporting, because each conversation carries its campaign tag and its outcome.
For copy itself, the platform's AI content tools can draft the campaign messages. See AI SMS marketing for text campaigns and AI follow up for what happens after the first reply.
Weekly time to run it
Allow about an hour per active campaign per week. Read a sample of conversations, check that the offer is described correctly and update answers when the campaign changes. When a campaign ends, update or switch off its agent so it does not keep promising an expired offer.
Marketers often use one agent for every campaign. It then mixes up offers and dates. Give each major campaign its own instructions, or at least its own clearly separated section.
When not to use it
Do not message people without consent. A conversational campaign to a bought list is a fast way to lose your number and your reputation. Also skip it for campaigns aimed purely at awareness, where there is no next step to offer. A conversation with nowhere to go frustrates people.
Troubleshooting
Replies are high but bookings are low. The agent answers questions but never makes the offer. Tell it to offer the next step after the second answer.
Contacts arrive without a campaign tag. The tag is applied on form submission only. Apply it on the first inbound message as well.
Opt-out messages get a sales reply. Make sure STOP and similar replies are handled by the system's opt-out rules and excluded from the agent.
The agent repeats an expired offer. Update the instructions the day a campaign ends and remove old documents from the knowledge base.
Frequently asked questions
Is conversational AI marketing the same as a chatbot?
A chatbot is one tool. Conversational marketing is the approach: inviting replies and answering them in a way that moves people towards an action. The agent is how you keep up with the replies.
Which channel should we start with?
Start where your audience already replies. For past customers that is often SMS. For new visitors it is usually web chat on a landing page.
How do we report on it?
Tag every contact by campaign and use the platform's attribution reports to see conversations, bookings and revenue by source. AI sales agent explains how booked meetings move into the pipeline.