Artificial intelligence and virtual assistants: what future for brands?
AI platforms and their virtual assistants are becoming essential intermediaries - even trusted third parties - between customers and brands. How to rethink marketing strategies to continue playing a role? Update on the revolution at work, with 5 keys to succeed in this reconfigured world.
Do brands really have the means to regain consumer confidence? To believe the latest trends revealed by the Edelman agency, as part of the 18th edition of its Trust Barometer , this is not necessarily won in advance…
Because despite all their efforts to better understand the needs of their customers and offer them increasingly personalized and rewarding experiences, companies still arouse distrust or even distrust a priori , as evidenced by this statistic among others: “62 % of our virtual assistants would not be ready today to give up the confidentiality of their data, even against the promise of an improved service and purchasing experience ” .
And no offense to the brilliant Nathalie Rastoin, president of Ogilvy Paris, who recently affirmed in an interview her hope of seeing brands become or become again these " trusted third parties that people are demanding more and more to protect them" , it is all the less certain that they can achieve this as they soon risk being competed in this role by competitors as formidable as expected: AI platforms and virtual assistants.
To be convinced, and without falling into science fiction, it suffices to read this November this fascinating article by Niraj Dawar, in the latest edition of the Harvard Business Review : Marketing to era of Alexa.
In the space of a few lines, the professor of marketing at Ivey Business School describes a world and consumer rites completely upset by the imminent advent of increasingly sophisticated AI platforms.
These will be able to consolidate and analyse exponential amounts of data and will impose themselves as quickly as durably in the value chain between brands and consumers ... To the point that Niraj Dawar concludes his introduction with this warning, as concise as it is prophetic: "Purchasers, until now faithful to solid brands, will currently confide in a similarly dependable menial helper"… who will have the option to deal with the restocking of our ice chest just as the web based requesting of our boarding passes, the programming of our mid-year occasions, as well as the relative examination of many protection gets that we may require on this event.
Do brands really have the means to regain consumer confidence? To believe the latest trends revealed by the Edelman agency, as part of the 18th edition of its Trust Barometer , this is not necessarily won in advance…
Because despite all their efforts to better understand the needs of their customers and offer them increasingly personalized and rewarding experiences, companies still arouse distrust or even distrust a priori , as evidenced by this statistic among others: “62 % of our virtual assistants would not be ready today to give up the confidentiality of their data, even against the promise of an improved service and purchasing experience ” .
And no offense to the brilliant Nathalie Rastoin, president of Ogilvy Paris, who recently affirmed in an interview her hope of seeing brands become or become again these " trusted third parties that people are demanding more and more to protect them" , it is all the less certain that they can achieve this as they soon risk being competed in this role by competitors as formidable as expected: AI platforms and virtual assistants.
To be convinced, and without falling into science fiction, it suffices to read this November this fascinating article by Niraj Dawar, in the latest edition of the Harvard Business Review : Marketing to era of Alexa.
In the space of a few lines, the professor of marketing at Ivey Business School describes a world and consumer rites completely upset by the imminent advent of increasingly sophisticated AI platforms.
These will be able to consolidate and analyse exponential amounts of data and will impose themselves as quickly as durably in the value chain between brands and consumers ... To the point that Niraj Dawar concludes his introduction with this warning, as concise as it is prophetic: "Purchasers, until now faithful to solid brands, will currently confide in a similarly dependable menial helper"… who will have the option to deal with the restocking of our ice chest just as the web based requesting of our boarding passes, the programming of our mid-year occasions, as well as the relative examination of many protection gets that we may require on this event.
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