HubSpot acquires visual chatbot builder Motion AI

motion ai

HubSpot, a provider of customer relationship management software, has acquired Motion AI, claiming it to be “one of the top visual chatbot builders”.

Motion AI develops cross-platform technology which enables the building of chatbots, which can then communicate via SMS on Facebook Messenger, Slack and other platforms. The company claims that the system enables the building of chatbots even without programming skills because it uses an icon-based interface.

HubSpot did not disclose the financial details of the deal but clearly the company is confident it is following the right path. It points out that Facebook recently announced that Messenger now has more than 1.3 billion monthly users, and according to Facebook’s own research 53% of people are more likely to shop with a business they can contact via a chat app.

HubSpot says today’s consumers want to be able to engage with a company when and where it’s personally convenient for them, meaning that businesses that are unable to respond quickly are losing out. HubSpot’s own research found that 40% of respondents “don’t care” if they’re served by a person or an AI tool, as long as they get help quickly and easily.

Chatbots are said to be making it easier for customers to engage with a brand through a variety of methods, whether it’s on the company’s website or through instant messaging apps.

Brian Halligan, co-founder and CEO of HubSpot, said: “It’s impossible to ignore the impact of chat and messaging, not just on the way B2B companies operate, but on society as a whole.

“We’re in the midst of a massive shift as businesses embrace this new platform and consumers come to expect more immediate, always-on communication from brands. HubSpot’s mission has always been to build technology that helps SMBs grow and evolve with changing consumer behaviours, and acquiring Motion AI is another great step in that direction.”

Motion AI says it has facilitated more than 40 million total messages since May 2016 with over 80,000 bots built to date. Prior to the acquisition HubSpot was a customer of Motion AI, having fully integrated it with the free version of HubSpot CRM.

The integration deploys Motion AI bots to take CRM contacts through a journey specifically built for them, offering a more personalised buying experience than what consumers would typically see in traditional email communication, according to the company. HubSpot claims the team has generated “six times the number” of marketing qualified leads using Motion AI bots as it has using email.

David Nelson, founder and CEO of Motion AI, says: “Motion AI was born out of the idea that anyone, regardless of their level of tech knowledge, should be able to build a chatbot. We believe that this aligns well with HubSpot’s mission of creating technology that helps businesses address and adapt to the latest trends. We’re excited to be joining the HubSpot team, and can’t wait to get to work on some really innovative AI tools.”

The Motion AI technology will be incorporated into the HubSpot platform over the next several months.