{"id":9724,"date":"2021-11-17T18:47:14","date_gmt":"2021-11-17T18:47:14","guid":{"rendered":"https:\/\/blog.cleverclick360.com\/?p=9724"},"modified":"2023-06-06T18:34:21","modified_gmt":"2023-06-06T18:34:21","slug":"chatbots-una-guia-basica-para-marketing","status":"publish","type":"post","link":"https:\/\/cleverclick360.com\/en\/chatbots-una-guia-basica-para-marketing\/","title":{"rendered":"Chatbots: una gu\u00eda b\u00e1sica para Marketing"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"9724\" class=\"elementor elementor-9724\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-775d2ba6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"775d2ba6\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-689d6c47\" data-id=\"689d6c47\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c32c062 elementor-widget elementor-widget-image\" data-id=\"c32c062\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/cleverclick360.com\/wp-content\/uploads\/2021\/11\/Chatbot-1024x576.jpg\" class=\"attachment-large size-large wp-image-11327\" alt=\"\" srcset=\"https:\/\/cleverclick360.com\/wp-content\/uploads\/2021\/11\/Chatbot-1024x576.jpg 1024w, https:\/\/cleverclick360.com\/wp-content\/uploads\/2021\/11\/Chatbot-300x169.jpg 300w, https:\/\/cleverclick360.com\/wp-content\/uploads\/2021\/11\/Chatbot-768x432.jpg 768w, https:\/\/cleverclick360.com\/wp-content\/uploads\/2021\/11\/Chatbot-18x10.jpg 18w, https:\/\/cleverclick360.com\/wp-content\/uploads\/2021\/11\/Chatbot.jpg 1200w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-13057f8c elementor-widget elementor-widget-text-editor\" data-id=\"13057f8c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><!-- wp:paragraph --><\/p>\n<p>Seguro has escuchado hablar sobre los chatbots. Es m\u00e1s, seguro ya en m\u00e1s de una ocasi\u00f3n has podido interactuar con uno. No es algo gratuito. Desde hace algunos a\u00f1os, el uso de estas herramientas se ha vuelto <strong><a href=\"https:\/\/blog.cleverclick360.com\/marketing-digital\/las-tendencias-de-marketing-digital-que-dominaran-el-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">tendencia en el mundo del marketing digital<\/a><\/strong>.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>La verdad es que un chatbot abre el camino para aumentar las ventas e incrementar la fidelizaci\u00f3n. Pero \u00bfqu\u00e9 es y c\u00f3mo funciona?<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p><strong><a href=\"https:\/\/cleverclick360.com\/en\/#modal\" target=\"_blank\" rel=\"noreferrer noopener\">CleverClick 360<\/a><\/strong> acaba con el misterio.<\/p>\n  \n  \n  <div class=\"mailpoet_form_popup_overlay\"><\/div>\n  <div\n    id=\"mailpoet_form_4\"\n    class=\"mailpoet_form      mailpoet_form_shortcode      mailpoet_form_position_      mailpoet_form_animation_\"\n      >\n\n    <style type=\"text\/css\">\n     #mailpoet_form_4 .mailpoet_form {  }\n#mailpoet_form_4 form { margin-bottom: 0; }\n#mailpoet_form_4 p.mailpoet_form_paragraph { margin-bottom: 10px; }\n#mailpoet_form_4 .mailpoet_column_with_background { padding: 10px; }\n#mailpoet_form_4 .mailpoet_form_column:not(:first-child) { margin-left: 20px; }\n#mailpoet_form_4 .mailpoet_paragraph { line-height: 20px; margin-bottom: 20px; }\n#mailpoet_form_4 .mailpoet_segment_label, #mailpoet_form_4 .mailpoet_text_label, #mailpoet_form_4 .mailpoet_textarea_label, #mailpoet_form_4 .mailpoet_select_label, #mailpoet_form_4 .mailpoet_radio_label, #mailpoet_form_4 .mailpoet_checkbox_label, #mailpoet_form_4 .mailpoet_list_label, #mailpoet_form_4 .mailpoet_date_label { display: block; 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padding: 0 20px;}\n        #mailpoet_form_4 .mailpoet_validate_success {color: #00d084}\n        #mailpoet_form_4 input.parsley-success {color: #00d084}\n        #mailpoet_form_4 select.parsley-success {color: #00d084}\n        #mailpoet_form_4 textarea.parsley-success {color: #00d084}\n      \n        #mailpoet_form_4 .mailpoet_validate_error {color: #cf2e2e}\n        #mailpoet_form_4 input.parsley-error {color: #cf2e2e}\n        #mailpoet_form_4 select.parsley-error {color: #cf2e2e}\n        #mailpoet_form_4 textarea.textarea.parsley-error {color: #cf2e2e}\n        #mailpoet_form_4 .parsley-errors-list {color: #cf2e2e}\n        #mailpoet_form_4 .parsley-required {color: #cf2e2e}\n        #mailpoet_form_4 .parsley-custom-error-message {color: #cf2e2e}\n      #mailpoet_form_4 .mailpoet_paragraph.last {margin-bottom: 0} @media (max-width: 500px) {#mailpoet_form_4 {background: #fa5e39;}} @media (min-width: 500px) {#mailpoet_form_4 .last .mailpoet_paragraph:last-child {margin-bottom: 0}}  @media (max-width: 500px) {#mailpoet_form_4 .mailpoet_form_column:last-child .mailpoet_paragraph:last-child {margin-bottom: 0}} \n    <\/style>\n\n    <form\n      target=\"_self\"\n      method=\"post\"\n      action=\"https:\/\/cleverclick360.com\/wp-admin\/admin-post.php?action=mailpoet_subscription_form\"\n      class=\"mailpoet_form mailpoet_form_form mailpoet_form_shortcode\"\n      novalidate\n data-delay=\"\"\n      data-exit-intent-enabled=\"\"\n      data-font-family=\"\"\n      data-cookie-expiration-time=\"\"\n    >\n      <input type=\"hidden\" name=\"data[form_id]\" value=\"4\" \/>\n      <input type=\"hidden\" name=\"token\" value=\"ebce00b079\" \/>\n      <input type=\"hidden\" name=\"api_version\" value=\"v1\" \/>\n      <input type=\"hidden\" name=\"endpoint\" value=\"subscribers\" \/>\n      <input type=\"hidden\" name=\"mailpoet_method\" value=\"subscribe\" \/>\n\n      <label class=\"mailpoet_hp_email_label\" style=\"display: none !important;\">Please leave this field empty<input type=\"email\" name=\"data[email]\"\/><\/label><div class=\"mailpoet_form_image\"><figure class=\"size-medium aligncenter\"><img decoding=\"async\" src=\"https:\/\/cleverclick360.com\/wp-content\/uploads\/2023\/05\/logo-CC360-blanco-horizontal-1-300x116.png\" alt class=\"wp-image-12812\" srcset=\"https:\/\/cleverclick360.com\/wp-content\/uploads\/2023\/05\/logo-CC360-blanco-horizontal-1-300x116.png 300w, https:\/\/cleverclick360.com\/wp-content\/uploads\/2023\/05\/logo-CC360-blanco-horizontal-1-18x7.png 18w, https:\/\/cleverclick360.com\/wp-content\/uploads\/2023\/05\/logo-CC360-blanco-horizontal-1.png 512w\" width=\"163\" style=\"width: 163px\"><\/figure><\/div>\n<h2 class=\"mailpoet-heading  mailpoet-has-font-size\" style=\"text-align: center; color: #ffffff; font-size: 20px; line-height: 1.5\"><span style=\"font-family: Arial\" data-font=\"Arial\" class=\"mailpoet-has-font\">Subscribe to our blog<\/span><\/h2>\n<div class=\"mailpoet_paragraph\"><input type=\"email\" autocomplete=\"email\" class=\"mailpoet_text\" id=\"form_email_4\" name=\"data[form_field_YzNmOTU1NmQxNTQwX2VtYWls]\" title=\"Correo electr\u00f3nico\" value=\"\" style=\"width:100%;box-sizing:border-box;background-color:#ffffff;border-style:solid;border-radius:40px !important;border-width:1px;border-color:#313131;padding:11px;margin: 0 auto;font-family:&#039;Arial&#039;;font-size:16px;line-height:1.5;height:auto;\" data-automation-id=\"form_email\"  placeholder=\"E-mail address\" aria-label=\"E-mail address\" data-parsley-errors-container=\".mailpoet_error_16osd\" data-parsley-required=\"true\" required aria-required=\"true\" data-parsley-minlength=\"6\" data-parsley-maxlength=\"150\" data-parsley-type-message=\"This value should be a valid email.\" data-parsley-required-message=\"This field is required.\"\/><span class=\"mailpoet_error_16osd\"><\/span><\/div>\n<div class=\"mailpoet_paragraph\"><input type=\"submit\" class=\"mailpoet_submit\" value=\"Subscribe\" data-automation-id=\"subscribe-submit-button\" data-font-family='Arial' style=\"width:100%;box-sizing:border-box;background-color:#ffffff;border-style:solid;border-radius:40px !important;border-width:0px;border-color:#313131;padding:11px;margin: 0 auto;font-family:&#039;Arial&#039;;font-size:20px;line-height:1.5;height:auto;color:#fa5e39;font-weight:bold;\" \/><span class=\"mailpoet_form_loading\"><span class=\"mailpoet_bounce1\"><\/span><span class=\"mailpoet_bounce2\"><\/span><span class=\"mailpoet_bounce3\"><\/span><\/span><\/div>\n<p class=\"mailpoet_form_paragraph p-link mailpoet-has-font-size\" style=\"text-align: center; color: #ffffff; font-size: 13px; line-height: 1.5\"><em>No te enviaremos spam. <\/em><a href=\"https:\/\/cleverclick360.com\/en\/politica-de-privacidad\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>pol\u00edtica de pri<\/em>vacidad<\/a> .<\/p>\n\n      <div class=\"mailpoet_message\">\n        <p class=\"mailpoet_validate_success\"\n                style=\"display:none;\"\n                >Check your inbox or spam folder.\n        <\/p>\n        <p class=\"mailpoet_validate_error\"\n                style=\"display:none;\"\n                >        <\/p>\n      <\/div>\n    <\/form>\n\n      <\/div>\n\n  \n<p><!-- \/wp:paragraph --><!-- wp:image {\"id\":9727,\"sizeSlug\":\"full\",\"linkDestination\":\"media\"} --><\/p>\n<figure class=\"wp-block-image size-full\"><\/figure>\n<p><!-- \/wp:image --><!-- wp:heading --><\/p>\n<h2>\u00bfQu\u00e9 es un chatbot?<\/h2>\n<p><!-- \/wp:heading --><!-- wp:paragraph --><\/p>\n<p>Un chatbot (o bot conversacional) es un software que simula mantener una conversaci\u00f3n humana a trav\u00e9s de respuestas de texto automatizadas. En t\u00e9rminos generales, los chatbots funcionan gracias al Machine Learning, una rama de la Inteligencia Artificial que desarrolla sistemas los cuales \u201caprenden\u201d autom\u00e1ticamente gracias a la interacci\u00f3n y la experiencia.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Sabemos que suena complicado pero en realidad es bastante sencillo. Todo se basa en algoritmos que reconocen patrones y analizan datos; eso quiere decir que cada vez que interact\u00faa con una persona, el bot aprender\u00e1 de la interacci\u00f3n y ofrecer\u00e1 las respuestas m\u00e1s adecuadas.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Los chatbot suelen ser creados para tareas espec\u00edficas, por lo que su capacidad de aprendizaje es limitada (no esperes que diga te quiero). Al mismo tiempo, requieren de trabajo humano tanto para cuidar del algoritmo como para dise\u00f1ar el flujo de respuestas e interacciones. Por esto no podemos decir que necesariamente se trate de Inteligencia Artificial. Sin embargo, existen bots conversacionales tan complejos, como Cortana, Alexa o Siri, que s\u00ed pueden ser considerados IA gracias a su capacidad para recopilar datos y aplicarlos.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:image {\"id\":9728,\"sizeSlug\":\"full\",\"linkDestination\":\"media\"} --><\/p>\n<figure class=\"wp-block-image size-full\"><\/figure>\n<p><!-- \/wp:image --><!-- wp:heading --><\/p>\n<h2>Marketing y chatbots \u00bfc\u00f3mo se aplica?<\/h2>\n<div><img decoding=\"async\" class=\"aligncenter wp-image-13008 size-full\" src=\"https:\/\/cleverclick360.com\/wp-content\/uploads\/2023\/06\/ilustrativa-1-2.jpg\" alt=\"chatbots\" width=\"600\" height=\"450\" srcset=\"https:\/\/cleverclick360.com\/wp-content\/uploads\/2023\/06\/ilustrativa-1-2.jpg 600w, https:\/\/cleverclick360.com\/wp-content\/uploads\/2023\/06\/ilustrativa-1-2-300x225.jpg 300w, https:\/\/cleverclick360.com\/wp-content\/uploads\/2023\/06\/ilustrativa-1-2-16x12.jpg 16w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/div>\n<p><!-- \/wp:heading --><!-- wp:paragraph --><\/p>\n<p>Los chatbots son una herramienta con mucho futuro por delante, y como cualquier otra, necesita de una estrategia para funcionar adecuadamente. M\u00e1s all\u00e1 de ser una forma de mensajer\u00eda, resultan muy \u00fatiles para conocer al usuario y sus necesidades. Sobre todo, ofrecen una gran oportunidad para mejorar la experiencia del usuario.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:heading {\"level\":3} --><\/p>\n<h3>Facilita los procesos de compra<\/h3>\n<p><!-- \/wp:heading --><!-- wp:paragraph --><\/p>\n<p>Un chatbot resulta ideal para proporcionar informaci\u00f3n, responder preguntas frecuentes en cualquier momento, sin importar el d\u00eda o la hora. A diferencia de un ser humano, un bot estar\u00e1 siempre disponible para atender y satisfacer las necesidades del cliente. De este modo, no solo es capaz de informar sobre el producto para asegurar la decisi\u00f3n de compra, tambi\u00e9n puede guiar a trav\u00e9s de todo el proceso de compra y dar el seguimiento correspondiente.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:heading {\"level\":3} --><\/p>\n<h3>En comunicaci\u00f3n con el usuario<\/h3>\n<p><!-- \/wp:heading --><!-- wp:paragraph --><\/p>\n<p>Lo diremos una vez m\u00e1s: un chatbot est\u00e1 disponible para ti 24\/7. Sin embargo, estar en comunicaci\u00f3n va m\u00e1s all\u00e1 de ofrecer respuestas cuando se necesitan. Por supuesto, aqu\u00ed tambi\u00e9n hablamos de estrategia.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Un bot conversacional puede ser un gran apoyo para generar y compartir contenido, como actualizaciones, newsletters o alertas. Adem\u00e1s, integrar un chatbot al proceso CRM permitir\u00e1 completar la informaci\u00f3n y los perfiles del usuario, de manera que podemos\u00a0 definir inter\u00e9s y estar un paso delante de sus necesidades y problemas.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:heading {\"level\":3} --><\/p>\n<h3>Fidelizaci\u00f3n y personalizaci\u00f3n<\/h3>\n<p><!-- \/wp:heading --><!-- wp:paragraph --><\/p>\n<p>Sabemos que el presente y el futuro del marketing est\u00e1n en la personalizaci\u00f3n. Y quiz\u00e1 a estas alturas ya pensaste: un chatbot es capaz de utilizar la informaci\u00f3n del usuario para ofrecer una experiencia hecha a medida (tambi\u00e9n un escenario perfecto para cross-selling y up-selling).<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Al mismo tiempo, sabemos que la confianza es la base de cualquier relaci\u00f3n. As\u00ed que nuestra capacidad de resolver dudas es esencial. \u00bfPor qu\u00e9? Porque <strong><a href=\"https:\/\/blog.hubspot.com\/service\/customer-acquisition-study\" target=\"_blank\" rel=\"noreferrer noopener\">el 93 % de los usuarios repetir\u00e1n sus compras<\/a><\/strong> con un negocio que ofrezca excelente servicio a cliente.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:heading --><\/p>\n<h2>\u00bfCu\u00e1les son las ventajas de usar chatbots?<\/h2>\n<p><!-- \/wp:heading --><!-- wp:paragraph --><\/p>\n<p>Si est\u00e1s decidido a implementar este tipo de herramientas, debes considerar lo siguiente.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:heading {\"level\":3} --><\/p>\n<h3>Atender la experiencia del usuario<\/h3>\n<p><!-- \/wp:heading --><!-- wp:paragraph --><\/p>\n<p>Cualquier estrategia debe adaptarse a las necesidades del usuario, incluso las m\u00e1s novedosas. Esta es una forma elegante de decir que una herramienta no es suficiente por s\u00ed misma. Hay que saber aplicarla. Por un lado, es necesario establecer una estrategia y unos objetivos claros, tanto como dise\u00f1ar un flujo \u00e1gil, entendible y lo m\u00e1s humano posible. As\u00ed que se trata de una tarea t\u00e9cnica y creativa por igual.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Lo anterior queda subrayado cuando establecemos la funcionalidad de nuestro bot. \u00bfPara qu\u00e9 lo usaremos? Sin una estrategia clara, puede que ese newsletter no est\u00e9 funcionando, y lo que es peor, podemos estar creando spam. Simplemente no lo puedes pasar por alto.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:heading {\"level\":3} --><\/p>\n<h3>Inversi\u00f3n y calidad<\/h3>\n<p><!-- \/wp:heading --><!-- wp:paragraph --><\/p>\n<p>Un bot mal configurado tiene dos problemas muy comunes: ejecuta comandos incorrectos o tiene problemas para comprender la comunicaci\u00f3n.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Para ser implementada, esta herramienta necesita del personal y tecnolog\u00eda adecuada. Como ya dijimos, no es IA, as\u00ed que adem\u00e1s de un periodo de prueba necesitar\u00e1 monitoreo y mantenimiento regular.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:image {\"id\":9726,\"sizeSlug\":\"full\",\"linkDestination\":\"media\"} --><\/p>\n<figure class=\"wp-block-image size-full\"><\/figure>\n<p><!-- \/wp:image --><!-- wp:paragraph --><\/p>\n<p>Un chatbot puede ser la opci\u00f3n m\u00e1s adecuada para una estrategia de marketing. Estamos seguros que conforme vayan creciendo, podr\u00e1n ofrecer mayor valor para los usuarios y para los negocios que decidan implementarlos.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>\u00bfEst\u00e1s en busca de una estrategia que te acerque al p\u00fablico? \u00a0<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p><a href=\"https:\/\/cleverclick360.com\/en\/#modal\" target=\"_blank\" rel=\"noreferrer noopener\">CleverClick 360<\/a> tiene la soluci\u00f3n para convertir tu tr\u00e1fico en ventas. \u00a1Da el click inteligente!<\/p>\n<p><img decoding=\"async\" class=\"suscribirpop aligncenter wp-image-12591 size-full\" src=\"https:\/\/cleverclick360.com\/wp-content\/uploads\/2023\/03\/banner.jpg\" alt=\"CleverClick 360\" width=\"1200\" height=\"198\" srcset=\"https:\/\/cleverclick360.com\/wp-content\/uploads\/2023\/03\/banner.jpg 1200w, https:\/\/cleverclick360.com\/wp-content\/uploads\/2023\/03\/banner-300x50.jpg 300w, https:\/\/cleverclick360.com\/wp-content\/uploads\/2023\/03\/banner-1024x169.jpg 1024w, https:\/\/cleverclick360.com\/wp-content\/uploads\/2023\/03\/banner-768x127.jpg 768w, https:\/\/cleverclick360.com\/wp-content\/uploads\/2023\/03\/banner-18x3.jpg 18w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p>\u00a0<\/p>\n<p><!-- \/wp:paragraph --><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading time: <\/span> <span class=\"rt-time\"> 4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Seguro has escuchado hablar sobre los chatbots. \u00bfPero qu\u00e9 son y c\u00f3mo funcionan? CleverClick 360 acaba con el misterio.<\/p>","protected":false},"author":2,"featured_media":11327,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[65,32],"tags":[35,28,66,31,33,37,38],"class_list":["post-9724","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce","category-marketing-digital","tag-branding","tag-cleverclick360","tag-e-commerce","tag-marketing","tag-marketing-digital","tag-tecnologia","tag-tendencias"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Chatbots: una gu\u00eda b\u00e1sica para Marketing - Marketing Digital<\/title>\n<meta name=\"description\" content=\"Seguro has escuchado hablar sobre los chatbots. \u00bfPero qu\u00e9 son y c\u00f3mo funcionan? 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