Not content with asking bots to tell them the weather or book them an Uber, people are also turning to AI to test out their chat up lines. Virtual assistants like Amazon’s Alexa are spending a significant amount of time dodging advances, attempting to nip digital sexual harassment in the bud.

Robots in group chats are making awkward comments, bringing up the question of how to teach a bot the art of discretion. Although developers are working on the issue, the shortcomings of AI in social situations resonate with a wider public scepticism of non-human service.

The number of people using messaging apps is set to hit two billion by 2018, so it’s no wonder brands want to get in on the action. Major tech players are touting chatbots as the next big thing, but can they really revolutionise online interactions, or are they just part of an industry-driven pipe dream?

Private messaging is an ideal medium to do the obvious – open a dialogue and conduct a conversation. In fact, 59% of all US social sharing now occurs in private channels. But while people are happy to chat to their mates on platforms like Facebook Messenger, how can brands get involved?