Chat tools are a dime a dozen, as are chat cemeteries. Therefore: What you do with your chat is decisive. Provide your chat with that certain something. Invite to a lively dialogue. It should motivate, be fun, inspire. In short: The human being as an individual customer belongs to the center of his information needs. But how does that work exactly? What are the success factors for a successful chat? What happens reactively, perhaps even automatically – with the help of AI? And where is proactive, human intuition better?