Currently M takes into account more detailed information, such as where you are, who you are talking with, how you normally communicate with that person, and finally the subject of the conversation at hand.
Through M’s analysis of the conversation, it is able to evaluate the current need state of the consumer. Thus, when it identifies a discussion that fits its capabilities, the logo appears and offers suggestions that provide utility.
M can currently do the following:
– Suggest stickers for the conversation
– Suggest the option of sending or requesting money
– Suggest you share your location
– Help coordinate a get together with scheduling options
– Start a poll in a group chat
– Call rides with Uber or Lyft
At the moment, M appears to be closer to a Slack Bot than Siri or Alexa. Facebook will be adding more features over time, and says M will learn more about you the more you use it.
What does this mean for brands?
Currently, Facebook is testing third party integrations with one company in a closed beta: Delivery.com to test food deliveries. Facebook is being explicitly clear that this is just a test and there will not be a branded opportunity for some time.
While they are not committing to third party integrations as the only direction for M, this does align with the current industry trend, taking a page from Amazon and Google, to create Skill/Action like abilities that M will learn and are built in directly. Ultimately, third-party integrations with the platform provides a more seamless experience versus actively searching out a tool that takes you to other tools, allowing M to become the automated assistant to human conversation.