This white paper looks at multichannel and makes the argument that just being in multiple channels isn't enough, marketers need to coordinate their approach to be more "omnichannel."
The paper contains mainly opinions rather than studies and data but there is one case study that is interesting.
A case study describes an “AI” chatbot (I’m skeptical -Ed.) for physicians created by MSD Salute in Italy. The program is in beta with only invited physicians currently on Facebook Messenger.
However, the company plans to expand the program to include other physician types, as well as implement further improvements, such as integration of voice recognition systems to upgrade the physician experience with the bot.
Hopefully this case study gets more detail and some details of engagement emerge.