Let’s chat about chatbots

Despite their rapid adoption, not all chatbot implementations are equally successful. But the difference between a chatbot that enhances your brand and one that erodes trust isn’t about the tech. It’s about how you use it.

We’ve put together a definitive guide to the do’s and don’ts of chatbot strategy in 2026, backed by the latest research, and a healthy dose of digital common sense.

The deal with chatbots

Let’s start with the facts: According to recent studies by leading US marketing firms, 80% of customer service teams are now using some form of AI chatbot, and 72% of customers expect to be able to message a brand for instant support. (Amra & Elma, 2025)

Consumers don’t want to be put on hold anymore – if they want assistance, they want it now. And AI has finally caught up to that expectation.

But faster isn’t always better. The rise of generative AI has made chatbots much more capable, but also so much more dangerous (when implemented incorrectly). From miscommunication to data mishandling, brands are quickly learning that “automated” doesn’t mean “effortless.”

The real question isn’t “Should we have a chatbot?”, but rather “How do we make sure our chatbot doesn’t make us look bad?” And with that, let’s have a look at the do’s that’ll do exactly that.

The do’s: How to build chatbots that work

1. Start with strategy, not software

If your only goal is to “get a chatbot,” you’ve already missed the point. You have to start by defining what success looks like for you. Is it faster support? Higher conversion? Better data capture? Your chatbot’s tone, flow, and technology should all ladder up to that purpose.

A bot that tries to do everything ends up doing nothing well.

2. Design for humans, not algorithms

Your chatbot represents your brand voice. It should feel conversational and not mechanical.

The best bots:

• Recognise context instead of keywords.
  
• Speak naturally, using your brand’s tone.
  
• Know when to hand over to a human.

Chatbots should make life easier for the user, not test their patience. If your bot makes people feel like they’re navigating a maze, you’re not automating – you’re alienating.

3. Be transparent from the first “hello”

Never try to trick people into thinking they’re talking to an actual person. It’s unethical and increasingly regulated. A simple line like “Hi, I’m Ava, your virtual assistant – let’s sort this out together” builds instant trust.

According to a 2025 study by Cornell University (2025), users perceive their chatbot data as being of a more sensitive nature than data included in emails or social media posts. In other words, they share their information more readily with a chatbot. This creates quite the risk for both user and brand, which simply reinforces the fact that transparency isn’t optional; it’s reputation insurance.

4. Listen to the data (and learn from it)

Every chatbot interaction is a goldmine of insight. Pay attention to drop-off points, repeated questions, and conversation sentiment. That’s your roadmap for improving not only the bot, but your broader digital experience. The best brands treat chatbot analytics like customer focus groups – always listening, always refining.

5. Integrate (or don’t even bother at all)

A chatbot that can’t access real data isn’t a chatbot, but a glorified FAQ. Make sure your bot connects to your CRM, booking systems, and knowledge base so it can pull live information and resolve real issues. Without integration, your chatbot is just making small talk.

The don’ts: When chatbots miss the mark

1. Don’t hide the exit door

Few things frustrate customers and clients more than being trapped in a chatbot loop. Build in a clear “talk to a person” option. If your AI can’t recognise its own limits, you’ll lose both the sale and the goodwill.

2. Don’t overpromise the tech

Your chatbot can’t fix everything, and it definitely shouldn’t try to. We’ve already seen regulatory crackdowns on bots that dispense medical or legal “advice”, following a surge in generative AI systems that present themselves as healthcare professionals (Vox, 2025). Keep your scope realistic, your disclaimers visible, and your ethics intact.

3. Don’t forget the human touch

AI may be intelligent, but it’s not empathetic. Yes, chatbots are brilliant for scale, but not so much for sensitivity. No one wants to talk to a robot when they’re feeling vulnerable, upset, or a tad frustrated. Make sure your customers always have access to a real person when the emotions get high.

4. Don’t treat privacy like a checkbox

As we’ve already noted, users feel like the data they’re sharing with chatbots are often of a sensitive nature. In addition to, and probably because of this, users are also increasingly alert to data misuse.

Store only what you need, disclose what you collect, and protect it at any cost. Treat every message like an exchange of trust, instead of viewing it as a casual transaction.

5. Don’t go live without training

Launching an untested chatbot is like sending a brand new hire to client meetings without onboarding. If you’ve got a good one, it might try to wing it and achieve small successes along the way. But when things go bad, it’ll probably go really bad.

Test it, break it, fix it, and then test it again (we’re referring to your chatbot – not your new hire). When it’s live, update it constantly. Language, FAQs, product info, and tone evolve fast. Make sure your bot keeps up.

The future of chatbots? Less robot, more relationship

The most effective chatbots in 2026 aren’t the ones trying to replace people, but the ones that are specifically programmed to support them. Chatbots should handle the repetitive work so that humans can handle the meaningful work.

Always remember that AI won’t fix a broken experience – it simply amplifies the one you already have. The successful brands will be those that know the difference.

At We Do Digital, we create AI integrations that streamline your operations, enhance customer journeys, and drive measurable growth. Sound like something you need in your business? Let’s chat about it.