Spider-Man gets the chatbot treatment to promote Marvel's Secret Empire

Alex Spencer

Comic book publisher Marvel has launched a chatbot version of one of its most popular and enduring characters, to promote the launch of its summer crossover series.

The chatbot, powered by Conversable, will give fans the chance to interact with Spider-Man on Facebook Messenger and Twitter direct messaging.

The bot ties into the launch of Secret Empire, a story that will span most books published by Marvel for the next few months. The storyline centres around the superhero Captain America being revealed as a traitor, and the chatbot reflects this. 

Spider-Man will message users to ask for their help identifying the traitor in their midst, kicking off a supplementary story penned specifically for the bot by comics writer Jim McCann.

It seems that Spidey is just the first part of Marvel's chatbot roll-out, with quizzes and puzzles promised, alongside previews of new comics and a shop locator.

“What Marvel is doing is a truly original way for such a creative organization to engage customers and tell stories through new mediums,” said Conversable CEO Ben Lamm. “Through the power of conversational intelligence, fans can go from bystander to fully immersed in the Marvel Universe and become part of the story.”