How brands and publishers used Facebook Messenger this holiday season

For retailers looking to differentiate themselves from the pack during the holidays, Facebook Messenger shops and chatbots are the season’s hottest tools — they’re driving positive PR and, if they’re lucky, some sales.

So far, Facebook Messenger for retailers, which rolled out in April, has emerged as two types of experiences: a facilitator for a live chat with a concierge or an AI-powered chatbot that’s programmed with predictive suggestions that follow pre-determined prompts.