I was a product manager on Samsung #ecommerce and we were testing a hypothesis that users were ready to adopt purchase of products via chat i.e. conversational commerce. I got a $1M budget to validate it. Here’s how lack of model explainability dooms business decisions. Read on… We selected the most popular chat app, FB Messenger, to test this hypothesis. To accelerate the test, we ran ads with a promotion that opened a chat window directly into our commerce chatbot.