In today’s conversational infotainment apps, users make choices by voice or text about what happens next, but content is rather limited. Offering more varied content allows for deeper consumer engagement, but presents a challenge of providing tools to allow nontechnical individuals to develop large amounts of additional content and, at the same time, specify the required technical information to create robust natural language dialogues. The talk discusses both the possibilities and challenges, including the form that tools for enabling conversational apps could take.