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6 Brand Musts for an AI World
- Branders Magazine
- Mar 27, 2019
- 1 min read
Updated: Jun 7, 2019
WHAT HAPPENS TO BRANDS WHEN PERSONAL AI AGENTS SEEK THE BEST DEALS ON BEHALF OF THEIR CONSUMER OWNERS?
By Jim Sterne
Into a cocktail shaker, mix today’s focus on privacy, advances in machine learning and voice response systems, and consumers’ overwhelming desire for convenience. Shake vigorously. The result is an ecosystem of personally owned and controlled ai agents that predict needs, shop for solutions, negotiate terms, and place orders.
To the public, this is a refreshing beverage that eases their troubles and is the digital assistant they’ve been promised since star trek in the 1960’s. To marketers, this is a bitter concoction that instantly generates an excruciating headache.
What’s a brand manager to do?
1. Become and Remain Top of Mind
While mindshare has been the remit of every brand manager from the start, tomorrow things go beyond complex and sophisticated, and go straight to convoluted.
Today, if I ask Alexa for a package of AAA batteries, Amazon branded batteries appear at my door. If you have done your job well, I will ask for Duracell batteries by name.
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Great insights in this post! The six brand musts truly highlight how businesses need to adapt in an AI-driven world. As AI changes consumer expectations, it’s fascinating to see how even niche markets, like pet health, are impacted. For example, brands offering products such as joint supplements for dogs can leverage AI to better understand customer needs and personalize their marketing. Staying ahead with these strategies is definitely key for long-term success.
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