Gen AI is upending the interface. Conversation is emerging as a transformative force in how we access information, reshaping how businesses interact with customers, enhancing user experiences, and streamlining operations. This session focuses on the lessons BuzzFeed has learned from building gen AI-powered chatbots for brands like Sprite, as well as bots like Tasty’s recipe generator Botatouille, and how this impacts revenue. This session will delve into how the publisher adapts tone of voice to match brand objectives, and the skills and training it needs to build an organization that embraces AI. We will cover the pitfalls to watch out for, including managing hallucinations and ethics, as well as brand expectations.