The concept of "conversational" refers to the ability of businesses to foster relationships with their customers through communication, much like traditional brick-and-mortar businesses do. The rise of technology has enabled this, particularly with the advent of messaging platforms and chatbots, which allow for convenient, possibly asynchronous, turn-taking conversations that bring value and satisfaction to both parties. This approach is transforming the way businesses interact with their customers, enabling them to build closer relationships and fostering loyalty, ultimately benefiting both the business and its customers. By providing timely, proactive, contextualized responses, businesses can foreground their customers' needs, creating a more balanced and stronger relationship that helps both parties thrive.