For a long-term Conversational AI strategy it is essential to build up internal competencies that prepare the company for the challenges of the future. For the successful introduction and maintenance of virtual assistants not only classic roles are required but also new roles with new qualifications. Find out in this blog post which roles are needed and which tasks they have accomplish.

New skills are needed

To successfully run virtual assistants, a team with dedicated roles and responsibilities must be formed. As in other technology projects, typical roles such as a product owner, developers, IT architects or data security specialists are needed.


However, there are some specific roles when it comes to Conversational AI projects. For example, a team member who specialises in user experience. This is because when it comes to designing conversations, various skills are required such as composing text messages or being able to distinguish between a voice and chat based conversation. The new role of "conversational designer" will become more relevant as conversational AI becomes more prevalent in companies. Candidates who have previous experience in UX design or have designed other user-friendly technologies such as websites or applications are generally suitable for this role. Employees specialised in human-computer interaction or conversion optimisation are also suitable. Chat and voicebots differ immensely from other technologies in terms of design skills, but with a good sense of positive user experience, these can be acquired quickly.


Other special roles are human agents and content or intent managers, who contribute immensely to the success of virtual assistants.

Human agents are responsible for ensuring a good user experience while users interact with virtual assistants. Whenever they are unable to help users, a human agent takes over the conversation. These agents are trained customer service representatives who are assigned new skills by taking over conversations from bots and monitoring them. Depending on the use case, they can also be employees from other departments such as HR or marketing. In general, these candidates should be able to help with all enquiries. Either by answering the question or by forwarding it to the right contact person.


Content or intent managers are responsible for the short-term improvement of your assistants. They are specialists from the departments who have all the expertise and knowledge you want to make available to users via chatbot or voice assistant. Their job is to check whether the chatbot has responded correctly to user requests and to optimise its performance. You assess what content needs to be added and how the messages should be formulated.

Overview of the roles of the Conversational AI Team

  • Organizes the initial workshop for the development of the use case
  • Defines the exact functions, features and requirements of the bot
  • Monitors the progress of the project
  • Takes care of communication and coordination with all stakeholders
  • Defines KPIs and goals
  • Coordinates administration, KPI tracking, country roll-outs, further developments
  • Evaluates feedback
  • Participates in the initial workshop for detailed elaboration of the use case and all requirements
  • Shapes the conversation together with the Conversational Designers
  • Maintains existing contents
  • Constantly adds new content
  • Uses a training tool to check the answers of the bot
  • Design the Conversational Map together with the Intent Managers
  • Creates design guidelines for the chatbot tonality
  • Performs user testing and examines virtual assistants for their user experience
  • Initially develops the conversation and logic of the chatbot
  • Creates system integrations to send the data from the bots to internal systems
  • Provides the infrastructure (Conversational AI Platform) to develop and operate the chatbot
  • Evaluates and defines the technology landscape of Conversational AI tools and services
  • Take over the conversations of virtual assistants if they do not yet have knowledge about the request
  • Monitor the ongoing conversations with the virtual assistants and proactively intervene in case of negative sentiment scores

Is the central contact point for technical problems

  • Defines the general strategy
  • Checks the added value of the bots
  • Makes the decision and provides the budget

You want to know more about how to best prepare your chatbot or voicebot project?

Then get our white paper. In it, we discuss the three most common mistakes in the implementation of Conversational AI projects and explain how you can avoid them.