Dive Brief:
- Allrecipes and Food Network are both bringing help for holiday chefs over digital devices.
- Allrecipes has partnered with Amazon to create content for Alexa-enabled devices based around recipes and cooking skills.
- The Food Network launched a Facebook Messenger bot that offers users recipes and menu suggestions.
Dive Insight:
Both offerings are examples of how artificial intelligence impacts daily activities and also gives brands a new way to provide useful content while creating brand awareness and trust.
A growing array of marketers are embracing Alexa and bots to engage mobile users without the need to download a branded app. The strategy helps brands reach consumers where they are spending much of their time -- on mobile devices -- without the need to invest in an expensive app. With apps proving beneficial for only some brands, a new integrated vision of the computing experience is emerging that seeks to connect users to relevant online information more seamlessly than opening and close multiple apps.
Marketers are also increasingly leveraging native mobile technology like voice recognition to streamline experiences.
The Allrecipes partnership with Amazon brings its content right into consumers' kitchens, giving users a hands-free way to get meal recommendations and step-by-step recipes with their voice. The Food Network is tapping into Messenger’s one million monthly user base.
