Adam Fingerman is a featured contributor to The Impact of AI on Modern Marketing: 50 Categories Ranked, 70 Experts Sound Off report.
Here's the complete contribution:
Today’s marketing and sales teams are only beginning to take advantage of AI to deliver smarter campaigns, offer more personalized experiences, and hold more responsive communication with their (human) customers.
But the more disruptive change is coming soon, when we will have AI-powered agents on both sides of the buying equation. People will have personal agents that coexist in the digital ether with business bots—and information and money will be exchanged between these digital denizens with no human involvement.
In this logic-driven environment, there is no emotion, only data. The implication for marketers is two-fold. First, tactical marketing programs will be built upon a foundation of highly structured data. Think of it as SEO on steroids. Commissioned by a human to perform a transaction, a personal agent will scour a universe comprised of 0s and 1s.
Businesses must be able to make its data easily discoverable and understandable to this bot, and business-based AI must be able respond to the personal bots with compelling offers, e.g. dynamic pricing or customer loyalty programs, to win the transaction. Second, and perhaps more importantly, marketers must focus on delivering great physical experiences. Human reviews of services will be among the most heavily weighted data points that a personal bot finds -- and a high incidence of reported bed bugs could, in this binary world, kill a hotel business.
Marketers must view the future of AI as an opportunity, rather than a threat, and adapt our practices to offer our customers the best.
As with most things in life, simpler is almost always better.
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