Types of chatbots
- Rule-based chatbots follow scripted decision trees and buttons. They are predictable, but limited to the paths someone has built.
- AI chatbots use large language models, like the ones behind ChatGPT, Gemini and Claude, to understand free-form questions and write answers. They can be connected to a company’s own help content.
- Hybrid chatbots combine both: set flows for common tasks, and AI for open questions, with a hand-over to a person.
How a chatbot works
- The visitor types or says a message.
- The bot works out what they want (the intent), either by matching rules or with a language model.
- It finds the answer, in a script, a help centre or a business system, and replies.
- If it cannot help, it hands the chat to a person with the history attached.
What businesses use them for
- Answering common questions about products, prices, opening hours and orders
- Qualifying leads and booking meetings
- Helping visitors find the right page or product
- Collecting feedback and order status requests
- Handing complex cases over to a person
Benefits and limits
- Benefits: instant answers at any hour, lower load on support staff, and consistent replies to routine questions.
- Limits: bots can misunderstand, AI bots can state wrong facts, and some customers prefer a person. A poor bot frustrates users more than no bot.
Chatbots and marketing
Chatbots can start a conversation with a visitor, qualify the lead and pass it to sales, which is why they appear among lead generation tools. They can also feed a marketing automation flow. They do not replace content that ranks in search: pages still need to answer the question clearly.
Tips for a good chatbot
- Make it clear that people are talking to a bot, and offer an easy way to reach a human. In the EU, the AI Act requires people to be told when they are interacting with an AI system.
- Base AI answers on your own verified content, and check them regularly for mistakes.
- Don’t collect more personal data than you need, and follow privacy rules.
- Measure how many questions are resolved and how satisfied people are, not just the number of chats.
Chatbot FAQs
Is a chatbot the same as AI?
Not always. A rule-based chatbot uses no AI. Many modern chatbots use AI language models.
Are chatbots free?
Some tools have free plans with limits. Business use usually involves a monthly fee based on conversations or seats.
Can a chatbot replace customer support staff?
It can handle routine questions, but complex or sensitive cases still need people.