How AI Is Changing Consumer Engagement
Generative artificial intelligence (AI) is all the talk in marketing these days. Yet, we are framing our conversation about it in the wrong way.
NEW THINKING
Generative artificial intelligence (AI) is all the talk in marketing these days. Yet, we are framing our conversation about it in the wrong way.
When you hear the word “influencer,” what comes to mind? Perhaps a YouTuber doing makeup tutorials? Or a 20-something streaming video games on Twitch?
As designers and marketers, not to mention consumers ourselves, we admire great product packaging, but it’s almost always an afterthought to a great product. How often do you see a whole brand developed around the package first? L’eggs (Hanes) is one of these rare birds. Its 1970s marketing and merchandising strategy is still celebrated as one of the most innovative campaigns in the history of consumer goods, and its iconic egg package is now on...
Soon after you arrive at work, you have a meeting in the boardroom with potential clients. When you enter, the room is full. Your boss is struggling valiantly to load up the slides. So, to fill the time, you introduce yourself to everyone there, vigorously shaking hands and making small talk. When you introduce yourself to the final client, she reminds you that you’ve met before. Twice. You splutter an apology. You shouldn’t feel embarrassed...
When my wife and I moved cities in 2018, I purged some of the stuff I’d been keeping for years, and in the process, I ran across an essay that my 16-year-old self had written for a college scholarship application (which I did not get). It read in part, “I am interested in the art of persuasion…[W]hat conditions and evidence will convince one person and not another. I think that this is a very important...