Depends. As the article states, the hybrid approach is becoming more common. This gives users the ability to use various applications from facebook messenger, and the UI capabilities of messenger is pretty much good enough to achieve anything.

Oh and this comes along with a modern website that can execute all those use cases too.

But then you throw in the natural language, enabling users to write complex queries in English. That and great funded teams focussing on niches.

My experiences with bots are becoming outstandingly good.