Artificial intelligence has promised to change every aspect of the advertising industry. We’ve read articles, watched videos and listened to thought leaders—but have already missed a critical takeaway: AI will also accelerate the shift in power from brands to consumers.
We should be excited about generative AI’s potential to save money and time while supercharging creativity. But we’re forgetting something even bigger: Consumers are also going to have unprecedented access to AI technologies. Every brand around the planet will face an entirely new level of transparency and scrutiny. The real implication of artificial intelligence is that brands need to get their acts together.
We can no longer use clever advertising to cover up challenges in our customers’ journeys. Consumer AI technology will use every click, engagement, rating, review, purchase and return to help shoppers invest time, attention and money as wisely as possible. Every moment of friction—complicated websites, lame creative, frustrating customer service—will feed an AI-charged algorithm that will dispense extraordinarily personalized recommendations.