Proactive chat refers to a customer service strategy where a company initiates a conversation with a website visitor or app user in real-time, rather than waiting for the customer to reach out for assistance. This approach allows businesses to anticipate and address potential issues or questions, providing a more personalized and efficient customer experience. Proactive chat can also be used for sales purposes, with trained agents proactively engaging with potential customers to offer assistance and increase conversions. Overall, proactive chat is a proactive and customer-centric approach to communication that aims to improve customer satisfaction and drive business success.