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Brand Agents vs scripted chatbots and live chat

For businesses choosing how to answer website visitors.

Scripted chatbots answer the questions you predicted. Live chat answers anything, but only while someone is staffing it. A Brand Agent answers open questions from your own content, around the clock, with rich media and a next step.

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Side by side

Comparison of scripted chatbots, staffed live chat and Fig1 AI Brand Agents
CriterionScripted chatbotStaffed live chatBrand Agent
How it answersDecision trees and keyword rulesA person types each replyAI answers from your own content
Questions it can handleThe ones you scriptedAnything your staff knowsAnything your content covers
HoursAlways onWhile someone is staffing itAlways on
If an AI provider goes downNot affected: no AI involvedNot affected: people answerSwitches automatically from Claude to OpenAI's GPT
Replies withText and buttonsText and linksText, video, images, carousels, buttons and forms
LanguagesThe ones you wrote scripts forThe ones your staff speakThe language each visitor writes in
UpkeepRewrite scripts as things changeHiring and schedulingUpdate your content, or ask FigBot

When each one fits

  • A scripted chatbot

    A short, fixed flow where every path is known in advance, such as one specific form.

  • Staffed live chat

    High-value sales conversations that need a person, during the hours you can staff.

  • A Brand Agent

    Answering the open questions visitors actually ask, at any hour and in their language, and moving them to a lead, booking or sale.

See the results in our AtaiTec, Lounge by Glimmer and Royce Gracie Jiu Jitsu case studies.

Questions buyers ask

What is the difference between a Brand Agent and a scripted chatbot?
A scripted chatbot follows decision trees and keyword rules you write in advance. A Brand Agent answers open questions from your own content, and it can still show rich media and take the visitor to a form or a booking link.
Do I still need live chat?
Some businesses keep people on chat for complex sales. A Brand Agent answers the routine questions at any hour, so your team spends its time on the conversations that need a person.
How much of the conversation happens after hours?
A lot, for most of our clients. In our published case studies, 80% of AtaiTec's engineer conversations happen outside Silicon Valley business hours, and 51% of Royce Gracie Jiu Jitsu Academy's prospect conversations happened outside business hours.
How long does it take to set up?
Connect your website and content, design the conversation with the drag and drop builder or by asking FigBot, then paste one line of code. You can be live in minutes.

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