Why integration is the key to conversational AI success

Posted by Allan Hendry

Conversational AI is revolutionising the way we interact with technology, heralding an era where natural language becomes the key to commanding and controlling the digital world.

At its core, the focus is on creating intelligent systems capable of understanding, processing, and responding to human language in a manner that feels both intuitive and effortless.

Conversational AI promises a future where our verbal and written communications seamlessly become the gateway to a vast array of functionalities. Whether it's managing smart home devices, accessing information, or facilitating complex business operations, the potential of conversational AI lies in its ability to make technology more accessible and user-friendly, transforming how we live, work, and interact with the world around us. 

Making conversational AI work in practice 

Integrating it effectively into our digital ecosystem involves sophisticated backend integrations, ensuring that these AI systems can access and process relevant data, perform tasks across various applications, and provide coherent, context-aware responses. This level of integration and sophistication is what makes conversational AI a transformative tool rather than just another digital gimmick.

1. Limitations of Standalone Conversational AI

  • Limited decision-making: capabilities based solely on pre-programmed responses.
  • Inability to perform complex tasks: Cannot go beyond simple conversation. Unable to integrate with various business systems or executing operational tasks.
  • Dependence on human intervention: for tasks that require access to other systems or deeper cognitive processing.
  • Limited Personalisation: Without CRM access, chatbots cannot personalize conversations based on customer history or preferences, leading to generic and less engaging interactions.
  • Inaccurate Information: The chatbot might provide outdated or inaccurate information, as it cannot access real-time data updates from the CRM.
  • Inefficiency in Handling Complex Queries: Complex customer inquiries that require access to their past interactions or specific account details cannot be efficiently handled, leading to customer frustration.
  • Manual Intervention Requirement: Customer service agents may need to intervene more frequently to provide information that the chatbot cannot access, reducing the efficiency gains expected from automation.
  • Inability to Update Customer Records: The chatbot won't be able to update customer records or log interaction details in the CRM, leading to gaps in customer data.
  • Limited Scope of Service: The chatbot's utility will be limited to answering basic queries, significantly underutilizing the potential of AI technology.
  • Poor Customer Experience: The inability to provide comprehensive and personalized support can lead to a subpar customer experience, affecting customer satisfaction and loyalty.
  • Inconsistent Service Quality: Without CRM integration, the chatbot cannot offer consistent information or service quality across different channels, leading to a disjointed customer experience.
  • Difficulty in Measuring Effectiveness: Lacking CRM integration makes it challenging to track the effectiveness of chatbot interactions in terms of sales, customer satisfaction, and overall engagement.
  • Data Silos and Lack of Insights: Without CRM data, valuable insights from customer interactions captured by the chatbot remain isolated, preventing a holistic understanding of customer needs and behaviours.
How to integrate conversational AI with existing systems 

Connecting a chatbot to an organization's underlying legacy systems to avoid these pitfalls, can be challenging due to the outdated technology and lack of modern interfaces in these systems.  However, there are several strategies that can be employed to achieve this integration:

  1. API Development: If the legacy system supports it, develop or use existing Application Programming Interfaces (APIs) to enable communication between the chatbot and existing systems. This method is efficient but depends on the existing system and the capabilities of your team to write code as this approach may require significant development effort.
  2. RPA (Robotic Process Automation): Use RPA tools to automate interactions with existing systems. RPA can mimic human actions to extract or input data into existing systems without APIs. This approach is non-intrusive and doesn't require modifications to the existing systems and as it’s a low-code approach it simplifies the technical burden to implement
  3. Third-party Middleware Integration: Leverage third-party integration platforms or services that specialize in connecting modern applications with legacy systems. These tools often come with pre-built connectors and a range of customisation options.  These solutions act as an intermediary layer between the chatbot and the legacy system. Middleware can translate modern API calls into a format understood by the legacy system, facilitating communication. May be a simple solution provided a middleware solution exists for the systems involved.
  4. Database Access: If the existing system stores data in a database, the chatbot can be configured to directly interact with the database. However, this approach requires strict data security and integrity measures, and a deep understanding of the data and the database.
  5. Use of Web Services: Convert certain functionalities of existing systems into web services, which the chatbot can then interact with more easily. This approach may require significant development effort.

Each of these methods has its pros and cons, and the choice will depend on the specific systems in place, the desired functionality of the chatbot, resource availability, and the organisation's long-term digital strategy. It's also essential to consider security and compliance implications when integrating with legacy systems.

Why integrating conversational AI with existing data and systems is so important

The benefits of Integrating a conversational AI chatbot with an organization's underlying systems, such as CRM, ERP, and databases, are:

  1. Enhanced Personalisation: Access to customer data allows chatbots to tailor conversations and recommendations based on individual preferences, purchase history, and past interactions, significantly improving customer engagement and satisfaction.
  2. Increased Efficiency: Chatbots integrated with internal systems can automate routine tasks like updating customer records, scheduling appointments, or processing orders, freeing up human agents for more complex issues.
  3. Real-Time Data Access: Chatbots can provide customers with real-time information, such as account balances, shipment tracking, or ticket status, by fetching data directly from the relevant systems.
  4. Consistent Omnichannel Experience: Integration ensures that chatbots offer consistent information and service across various channels (web, mobile, social media), enhancing the overall customer experience.
  5. Improved Customer Support: With access to detailed customer information, chatbots can handle complex queries more effectively, offering solutions and support that are more accurate and relevant.
  6. Data-Driven Insights: Interactions through chatbots can be recorded and analyzed for insights, helping organizations understand customer needs, preferences, and behavior patterns, which can inform business strategies.
  7. Seamless Transactions: Chatbots integrated with payment systems and databases can facilitate smooth transactions, like booking tickets or processing payments, directly within the conversation.
  8. Proactive Service: By analyzing customer data, chatbots can proactively reach out to customers with reminders, alerts, or promotional offers, enhancing engagement and loyalty.
  9. Scalability: Chatbots can handle a large volume of simultaneous interactions, making them highly scalable solutions for customer service, especially during peak periods.
  10. Cost Efficiency: Automating routine inquiries and tasks with chatbots reduces the workload on human staff, leading to cost savings in customer service operations.
  11. Enhanced Problem Resolution: By interfacing with knowledge bases and support systems, chatbots can provide more accurate solutions to customer problems, reducing resolution time.
  12. Customized Marketing and Sales: Chatbots can assist in personalised marketing efforts and even direct sales, by recommending products or services based on the customer’s interaction history and preferences.

A conversational AI chatbot integrated with an organization’s underlying systems can significantly enhance customer service efficiency and effectiveness, while also providing valuable business insights and improving overall customer experience.


In conclusion, the true power of conversational AI lies in its integration with an organisation's broader digital ecosystem. This integration enables a seamless, intelligent, and highly personalised user experience, transcending the limitations of standalone chatbots. By tapping into existing databases, CRM systems, and other operational tools, conversational AI becomes more than just a responsive interface; it transforms into a dynamic tool that can offer real-time, contextually relevant information and solutions. This synergy between AI and organizational systems not only enhances customer interactions but also drives operational efficiencies, offering insights that can shape business strategies and decision-making processes.

However, achieving this level of sophistication comes with its challenges, including technological complexities, security concerns, and the need for continual adaptation to changing digital landscapes. Nevertheless, the benefits far outweigh the challenges, making the integration of conversational AI an essential step towards realising the full potential of digital transformation. As we continue to advance in this realm, conversational AI will undoubtedly become a cornerstone in how businesses interact, understand, and serve their customers, ultimately redefining the customer experience in the digital age.

Read more about why AI and Automation work so well together here.