Artificial Intelligence has started to shape our lives, even if we choose to live in denial. When mobile became bigger than the PC, several marketers set up a mobile app.
Even though the PC is still here and is just as important, the mobile experience brought in the importance of simplicity and utility in brand experience.
With the rise in mobile apps, brands took a look at their products and services and design them to be fast, nimble and mobile-friendly.
Something similar is happening with the rise in AI. This is the time when brands must consider how they change and alter their interactions and behaviors to meet the growing expectations of customers.
Artificial intelligence will bring in greater simplicity, fewer number of interfaces to interact with, and more personalization.
When that happens, brands will need to think of new strategies that can provide people with those simpler and more efficient experiences.
AI doesn’t mean completely shutting out the human factor. In fact, AI will make the human factor more essential in drawing and keeping customers.
Changing with the Times
AI is likely to impact organic search and social media, and since brands use these platforms for marketing purposes, their strategies should also change.
However, it isn’t recommended that the human factor is cut out completely. For instance, it’s always nice when Alexa plays your favorite songs or Netflix recommends the shows you should watch, but it is also annoying when Facebook shows you ads you’re not interested in just because you clicked on a certain page.
This is when the human factor is essential to determine what people really want and what they don’t.
Another important aspect of AI in brands is to retain empathy and connection with the audience. Machines and humans have never got along seamlessly, and there are still glitches that can potentially turn off customers.
But these need to be solved in order to form a seamless experience. For instance, toy corporation Mattel has an audio assistant called Aristotle. This talks to children and answers their questions in conversational speech format.
Google is also not far behind as it has trained neural networks to recognize doodles in real time. These approaches remove the barrier between humans and machines and form a seamless relationship.
A Positive Outlook
The concept of AI will develop further. Brands will survive with the help of the human connection and better customer satisfaction.