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Algorithms Over Brands: How to Reach Today’s and Tomorrow’s AI-Augmented Customer

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Algorithms Over Brands: How to Reach Today’s and Tomorrow’s AI-Augmented Customer

Customers are increasingly trusting digital interfaces, especially voice assistants, over brands themselves, according to our...

46 Minutes Read

Customers are increasingly trusting digital interfaces, especially voice assistants, over brands themselves, according to our recent research. This new human-algorithm alliance has turned the business-to-consumer dynamic on its head, and is forcing brands to connect more intelligently and humanly with customers.

Consumers are often described as tech-savvy, always-connected, skeptical and demanding. With the rise of nonhuman intermediaries – recommendation engines, e-commerce sites, mobile apps, wearables, smart speakers and other AI-powered systems – consumer power has climbed to new heights. The machine-learning algorithms behind these systems are augmenting consumers with new levels of intelligence, serving up information, endorsements, guidance, suggestions and even autonomous purchase decisions: “Hey Alexa, buy some milk for me.”

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