AI And The New Era of Customer Experience

In recent months, I've been deeply engrossed in the topic of artificial intelligence (AI) and its profound implications for the world of marketing. While there's been a plethora of discussions and articles on how AI will revolutionize the role of marketers and enhance productivity, a significant aspect seems to be overlooked:

• How will AI reshape the way customers make decisions?

• How will it influence their information-seeking behaviors and, ultimately, their buying patterns?

This, in my view, might be the most monumental shift AI brings to the marketing landscape.

Imagine a world where AI doesn't just serve as a tool but becomes a trusted gatekeeper for individuals. Historically, our primary gatekeepers were traditional media outlets like newspapers, radio, and television. Fast forward to today, and for many, social media platforms have taken up that mantle. However, as we look to the future, it's evident that our primary gatekeeper will be an AI assistant. This AI entity will be our primary filter, providing us with tailored responses based on our queries, rather than overwhelming us with a plethora of options.

Consider the potential of an advanced AI system, akin to Amazon's recommendation engine, but even more personalized. Instead of typing in a generic search and being bombarded with countless options, you'd input a specific request and receive one, two, or maybe three highly tailored recommendations. This precision is based on the data the system has accumulated about you over time.

Such a shift has profound implications for buying decisions. For instance, if a consumer explicitly requests a particular brand, the AI will undoubtedly provide that brand. But what happens when the request is more generic, like needing batteries for a household device? Which brands will the AI prioritize, and which will it filter out? This becomes the pivotal question for marketers: How can we ensure our products and brands pass through this AI filter?

To navigate this new landscape, brands will need to be more data-driven than ever. Ensuring ample information about your brand is available, accumulating positive customer reviews, and establishing robust data linkages to consumer preferences will be paramount. However, the most crucial takeaway from this AI-driven shift might be the renewed emphasis on brand building. If a consumer specifies a brand, the AI will almost certainly deliver that brand. This scenario underscores the unparalleled importance of investing in brand building.

While AI's influence on the marketing profession is undeniable, its most profound impact might be on the consumer side. As an entrepreneur with a deep-seated passion for the customer, I believe that understanding and adapting to these shifts is not just beneficial but essential. The future of marketing and customer experience is on the brink of a revolution, and AI is at its helm. Embracing this change and investing in brand building will be the key to success in this new paradigm.