"Brands must win over consumers at an even earlier stage"
The success of bots can be put down to the enormous strides that have been made in data-based natural language processing. Regardless of whether the communication is text based, as with chatbots, or voice controlled, as in the case of Apple’s Siri, what matters most is that the machine can identify the preferences of the human user as accurately as possible and transform these into autonomous actions.
So when increasingly sophisticated bots begin to influence our behaviour as consumers, the bots themselves will have to be acknowledged as a target group in marketing and brand building, insists Yoav Barel. "Brands will have to win over consumers at an even earlier stage, ideally before they start training their bots. Equally important will be new digital advertising strategies tailored to the needs of the bots." Just as every consumer is unique, muses Barel, so too is every bot. While some stick religiously to locally grown organic tomatoes, others are happy to go for the cheapest offers all year round. And then there are those whose allergies prevent them from enjoying tomatoes of any sort. Instead, every Friday, regular as clockwork, they plump for cucumber.
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