Recently, my commentary on data & AI was included in an Ad Age piece on the role of data, artificial intelligence & brands.
Here is my full commentary based on Ad Age’s original question…
Ad Age: We’re seeing more agencies now offering services for AI solutions, but how do you see this shaking out? What will separate the ones who will succeed with the ones that do not?
TOM: Offering an AI service for clients is one thing, but the key is understand that data is the fuel for AI. Without a solid understanding and corpus of data as a starting point for AI driven experiences consumer facing experiences have the potential of falling flat.
The organizations and experiences that will succeed in the short term with AI will understand that the consumer facing experience should not try and solve every possible outcome for consumers.
We have conducted research on user expectations of AI and there is one fundamental truth for adoption of AI and consumer facing experience adoption across generations and that is ease & convenience. Whether it’s managing personal time, predicting financial needs, or order replenishment through AI. The key is to understand that AI solutions need to seamlessly make consumers lives easier.
What will truly separate AI solutions over time are the ones that have both structured & unstructured data at the core that is built to action against consumer needs, will design for multimodal experiences beyond mobile and desktop, and be prepared to fully guide consumer experiences via virtual assistant ecosystems as AI becomes a proxy for consumers over time.
The organizations that can market to both consumer and systems will win the day. It’s no longer just the consumer decision decision journey as system based marketing via AI is now here and will continue to take on more responsibility for consumers.
Follow Tom @BlackFin360