Why AI will make the internet more human in the new era of consumer experience

As executive VP of experience at Media.Monks and a geriatric millennial, I have been in the brand experience game for a long time. Earlier this month, the industry made its annual descent into Las Vegas for CES, and as I reflect on a week well-spent, I can’t help but think that we’re on the cusp of an artificial intelligence revolution that will upend brand experience as we know it. In chatting with my clients and my team, it struck me that our responsibility as marketers–as humans–is greater than ever. Modern life has become fragmented and people are in dire need of meaningful experiences that facilitate community, fight our epidemic of loneliness, and allow for meaningful self-expression. The good news? AI is a bridge for human connection, a concept that may seem contradictory. But I am a firm believer that artificial intelligence will lead to more human connections. To be more human is “to be at the center of one’s universe, to experience all of life’s colors and potential,” according to BBC Earth. As we look ahead to a smarter, AI-powered consumer journey, I believe we can leverage technology to do just that, creating better, personalized experiences that will resonate with us on a deeply human level, rather than merely getting mired in product and conversion. Virtual avatars and authentic reactions By way of example, let’s talk about virtual humans. While these futuristic concepts that took center stage at CES—alien robots, artificial intelligence, digital avatars—might seem counterintuitive to our ambition for human connection or exposure to other human experiences, they actually help us scale our experiences in ways we’d never imagine. When added seamlessly into the consumer journey, virtual avatars offer an obvious financial upside for brands. It’s not sexy to talk about money, but when it comes to the one-to-one connection fostered between real humans and virtual avatars that I witnessed at CES this year, it bears repeating—I saw genuine banter and authentic reactions, all happening in real-time. The latest technology makes this possible, including large language models, speech synthesis and Nvidia’s Omniverse Audio2Face, to name a few. The technology is only getting better and that means brands can better drive engagement, loyalty and conversion, leading to growth as well as potential savings in automating some labor. Brands are ready to start having this conversation; in fact, my team will be at GTC, Nvidia’s annual conference, delving into this technology alongside Amazon Web Services (AWS) in March. Culture is ready too. Today’s generations have grown up spending a lot of time in virtual spaces, interacting with virtual avatars, building communities online, and redefining traditional notions around self-expression in digital environments. This generation is arguably the most inclusive, most empathetic. Brands would be remiss to not embrace meeting this generation where they are. Now is the time for brands to play a part in building the experiences of tomorrow. Perfecting invisible technology I’d never suggest adopting technology just for the sake of it. First ask, does it consider the consumer? Incorporating virtual humans into the journey needs to be seamless and purposeful. Technology at its best is invisible. I think the best use-cases for emerging technologies are those born out of innately human truths. For example, I love the experimentation our team has done designing a real AI-powered alien robot, which was created for experimentation and fun. Similarly, my team created a dynamic story generating tool—complete with narration, design and music. Talk about exploring all of life’s colors and potential! Not to mention, making bedtime for the kids easier than ever! The uncanny valley effect is the most pressing consideration for implementing virtual humans, and we are constantly exploring ways to address this: through technology, by leveraging already defined brand personas, amplifying their parasocial interactions or helping brands build and launch a campaign around the “new face” of their brand. All these ways help bridge the gap of familiarity and give ease to consumers who may have previously experienced the uncanny valley effect. Context is key to consider when adding digital avatars to the consumer journey. We're seeing two applications: one that can elevate a brand experience and another to solve a business problem. Brands can design one-on-one interactive experiences that provide entertainment and a walled garden for consumers to have fun. An example is the “Alone With Me” experience featuring singer, songwriter and record producer The Weeknd that we designed in partnership with Spotify. There’s also a utilitarian angle that homes in on the more transactional points in the customer journey, things like engaging with a concierge, airport check-in or self-check-out. We’re running a pilot right now with a hotel chain to explore the potential in this realm. People are quick to categorize these emerging technologies as advances that will make us less human, simply because we’re not used to them. AI is revolutionary. This isn't a hype cycle; we've been using AI for decades. It's now more powerful than ever, serving our needs more than ever. It allows us to find what we need, be more creative and ultimately gives us time—a priceless commodity—back to experience “real” life. Virtual humans and avatars add an additional layer onto that, opening new potential for more connection and personal growth. About Media.Monks Media.Monks is the global, purely digital operating brand of S4Capital plc. Since 2021, Media.Monks has combined diverse solutions—media, data, social, platforms, studio, experience, brand and technology services—to serve as a consultative partner integrating systems and workflows that deliver unfettered content production, scaled experiences and data science fueled by AI and the industry’s very best talent and teams.

Why AI will make the internet more human in the new era of consumer experience

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