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

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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.