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I suspect a tonne of NLP, machine learning/AI. An intercom chatbot is at best just a bunch of very simple logic rules.

Yes, Amazon and Google both have nlp driven chatbot apis. They are generally hard to use and your typical person will not be able to configure it.

^ But why would anyone go through all that for a vanity chatbox on a landing page? Stuff like that is for, you know, a real chatbot.