The BBC has just started doing this / something similar with their royal wedding coverage* and I found it incredibly irritating. No longer can you scan an article, but instead have to traverse a choose-your-own-adventure style chatbot to get the information you’re used to simply scanning the article for. I probably also especially despised it because the journalism on these new segments seems to be overly poppy/gossipy (an attempt to fit to the chat format, I guess).
Perhaps I’m in a minority of users here, as a developer who can see past the UI gimmick. Emulating one of the most pervasive UI/UX paradigms (mobile chat) could prove useful and refreshing to the majority of readers. I’m just not sold yet.
I feel a more solid approach — if publishers really want to make their written content more interactive — would be to organise the information from an interview / article into topics that can be dived-into via a visual hierarchy of information.
*Can’t load a reference on mobile browser.