Social media has empowered unhappy customers to kick up a public fuss – which can easily turn into a Twitter storm. To avoid such blowups, airlines are using private messaging tools to appease travellers complaints in good time, so that they don’t feel the need to take their issues public.

Many people use their smartphones while shopping in-store to compare prices or get product information. Saks Fifth Avenue has gone a step further by integrating iMessage into its iOS app, so customers can message employees about any product queries they have and make purchases.

Customer service can be a make or break factor for businesses; 52% of Americans switched brands between 2015 and 2016 due to poor service. Through AI, Kylie helps companies provide rapid responses that are consistent across channels. But do people want to receive help from a bot?

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?