What happens when AI marketing learns too much about consumer behaviour? In today’s digital age, the buzz surrounding artificial intelligence (AI) is commonplace. It is no longer a hype, but a norm. From predictive analytics to personalised recommendations, businesses across industries are leveraging AI to gain a competitive edge and drive innovation. However, as the AI trend continues to evolve, a significant shift is underway – one that emphasises the importance of humanisation in technology. From individualised campaigns, intent-based targeting and emotion AI, there is an increasing attempt to humanise AI. Of course this is without its risk, but more on that later.
This article delves into three key trends of how AI is becoming increasingly human and what the implications are for marketing. From decoding consumer behaviour to safeguarding privacy, understanding emotions, and dividing up campaigns to even smaller target audiences, AI is no longer just about algorithms and efficiency – it’s about enhancing the human connection in an increasingly digital world.
Intent-based targeting: AI created a food brand
You know how you were just talking about something and you immediately see it on your social media feed? Imagine that on a whole different level.
Introducing Wrap Bstrd. A groundbreaking AI-powered dark kitchen in Singapore, it emerged as a result of a collaborative effort between SQREEM Technologies and Ebb & Flow Group. Leveraging SQREEM’s advanced AI capabilities, Wrap Bstrd gained access to over 200,000 data points, offering invaluable insights into consumer behavior and preferences.
Armed with this data, Wrap Bstrd formulated targeted marketing strategies tailored to meet the demands of its audience. For instance, it recognized that office workers in the CBD area valued convenience which resulted in its main menu items being wraps. IT further deduced that while the office workers had higher spending power, they preferred local flavours. Using this information they curated their flavour profiles to match these data points. This strategic response to consumer preferences propelled Wrap Bstrd to remarkable success. Behind its bright and bold branding was data-driven intent. In pioneering this innovative dining experience, Wrap Bstrd sets a new standard for AI-powered culinary ventures, reshaping the use of data in marketing and putting the consumer and its intent at the forefront,
Micro-trends: AI marketing just for you
What about an advertisement just for you? What if ever person depending on when or where, could have their own specialised campaign? Mastercard is doing just that.
Their proprietary AI Digital Engine™ revolutionises customer segmentation by leveraging AI to uncover micro-trends. Powered by sophisticated machine learning algorithms, the Digital Engine™ swiftly sifts through vast datasets, capturing subtle shifts and emerging trends in consumer behaviour in real-time. Unlike traditional segmentation methods, micro-trends offer a more organic and human-centric approach, allowing businesses to tailor their strategies and offerings with unprecedented speed and precision.
By embracing micro-trends, businesses can foster deeper connections with consumers, driving increased loyalty and satisfaction while staying agile in a rapidly evolving market landscape. Mastercard’s pioneering use of AI in identifying and capitalising on micro-trends underscores the transformative potential of data-driven insights in shaping the future of customer engagement strategies.
Emotion AI marketing : How AI knows how you feel
Every marketers wet dream is to know how their campaign did. Sentiment tracking is nothing new, but what if AI knew how you felt?
With Emotion AI, led by Affectiva, this scenario is becoming a reality, revolutionising marketing by decoding human emotions in real-time through facial expressions and vocal cues. For instance, a smile indicates happiness, while a furrowed brow signals concern. Trained on the largest and most diverse data set of emotional data, Affectiva is able to track second by second emotional responses to content. You can even try it for free. Check out their demo which shows you in real-time the dozen or so nuances Affectiva tracks.
This nuanced understanding enables tailored marketing messages that evoke specific emotional responses from consumers. Affectiva’s Emotion AI not only boosts campaign effectiveness before it even runs but also can shape content to illicit more emotional connections. Potentially, this could help forge deeper brand-consumer connections by tapping into universal emotions.
Marketing with AI is still discomforting
But sometimes, knowing us too well can be a problem. Like a creepy stalker, many still feel uncomfortable with how AI can predict and learn so much about our personal lives.
Going back to that first example, many still feel uncomfortable being served ads minutes after talking about a product. With this in mind, one can imagine the discomfort emotional tracking or hyper targeted micro campaigns might feel. There needs to be balance that the technology is effective and not creepy. Like a bartender recommending you the right drink compared to a waiter knowing your order history.
As we navigate the ever-evolving landscape of AI, it’s clear that safeguards are essential to address privacy concerns and mitigate potential risks. Just as branding agencies craft strategies to humanise brands and foster trust with consumers, similar approaches can be employed to make AI feel less intrusive and more respectful of privacy.
By prioritising transparency, accountability, and ethical considerations in AI development and deployment, businesses can build trust and confidence among users. Ultimately, the collaboration between AI and branding strategies still holds the key to striking the delicate balance between innovation and privacy, ensuring that AI technologies enhance human experiences without encroaching on personal boundaries.
