Embrace AI to help understand our consumers' evolving behaviour

By our News Team | 2023

Artificial intelligence is poised not only to reshape marketing processes, but will also transform the consumer landscape.

Acquiring and retaining consumers, already a formidable challenge for marketers, is destined to become even more difficult in the face of rapid media fragmentation and an ever-expanding digital toolkit available to consumers. 

In today’s world, consumers are scattered across various platforms and the notion of a ‘one-size-fits-all’ approach is quickly becoming obsolete. The democratisation of technology is enabling consumers to consume media on their own terms and essentially control their online experiences.

Future of Marketing

Photo by Mikemacmarketing at https://www.vpnsrus.com/

So says Siham Malek, MD of Morocco-based Integrate, a Kantar affiliate. She believes that while marketers are rightly excited about the potential of artificial intelligence (AI) to transform the way they work, it’s crucial that marketing teams also consider how AI will revolutionise the behaviour of consumers.

As AI technology becomes more pervasive, consumers are able to shape their media environment to an unprecedented degree. They are empowered by personalised content recommendations, AI-integrated devices that understand their preferences, and advanced ad-blockers that intelligently filter out promotional content.

Consumers increasingly able to ‘hide’ from marketing messages

This growing consumer control means that they are increasingly capable of ‘hiding’ from unwanted ads, making traditional advertising approaches even less effective.

“Therefore, the question we must ask ourselves as marketers is not only how AI will reshape our processes, but also how it will transform the consumer landscape. Understanding this shift in consumer behaviour is critical to our future success,” Malek writes in a LinkedIn post.

“This is a call to action. We must adapt and evolve. It’s time to move from intrusion to invitation, from mass broadcasting to genuine connection, and from telling to engaging.”

Malek says marketing strategies therefore need to deliver real value, marketing messages need to be authentic, and interactions with consumers must be personalised. Marketers should strive to meet consumers where they are, on their terms, and in their preferred environment.

“The AI revolution in consumerism is upon us. Let’s embrace it, not just in our strategies but also in understanding our consumers’ evolving behaviour,” she states.

You can read the full post here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.