PERSPECTIVES

How to Lure and Engage Customers in the Algorithm Age

2019-08-01


Consumers place significant trust in AI and algorithms for information, recommendations and purchase support. It’s time for businesses to ensure their digital approaches and intelligent machines measure up to their brand standards.

With the rise of artificial intelligence (AI), algorithms are the new interface between brands and consumers, and trust is their fuel. Our recent research reveals that consumers are more likely to trust the intelligent algorithms behind voice-based personal assistants and other machine intelligence-driven systems than the information provided directly by businesses via their websites.

As machine intelligence expands consumer knowledge by providing them with more ways to access information and explore more choices, it also makes them more powerful and difficult to predict. To win customers in the future, traditional companies will need to overhaul their digital infrastructure for voice, restructure their go-to-consumer strategies, redefine the customer experience and recreate content.

This infographic illustrates the new expectations and perceptions of consumers in the age of algorithms — especially the changes wrought by new dynamics such as voice-based autonomous buying — and ways businesses can maintain their trust and influence.