The new digital eco-system driven by Ai. Say Hello to M2M2H – Machine to Machine to Human.
Krister ?? Karjalainen
CMO | E-commerce | Digital | Senior Advisor | Managing Director | Ai | Live Shopping | SaaS | Ai Avatar | Ex-P&G, Samsung, IKEA, Gucci, Nokia, Arla Foods |
Over the course of my career I have had the privilege to work for global companies like IKEA, Nokia, Safilo Group and at Procter & Gamble. My brief has always been to look to the future in terms of digital communication, culture, brand and business development. Developing a culture and organisation to become a consumer focused and digitally-led business.
As we all know, internet as a platform and communications channel has changed not only consumer behaviour, but also the entire communications industry.
Now we are facing one of the greatest changes since the onset of the internet, when we started using web browsers and searching for information. Artificial intelligence will completely change everything, and I mean everything.
I am sure you have read several articles about artificial intelligence as a major threat to all humanity – Elon Musk and Stephen Hawkins, for example, have predicted a doomsday scenario.
Their premise is that Ai will eventually take over and control us humans.
We are already seeing the launch of first generation Ai services – examples are simple assistant services as Facebook Chatbots, Amazon Alexa and Apple’s Siri. If you are attending CES 2020, Ai is being integrated into smart homes, toothbrushes, washing machines, mobile phones, refrigerators, cars and other devices. Google presented their Google assistant for everyday life and Alexa has reached millions of homes according to Amazon. Samsung surprised the tech industry with their Neon project, a digital human. I was hoping to see an update on Marc Zuckerberg’s Jarvis. Big tech companies are investing enormous amounts in Ai.
Ai assistants can today help you with straightforward tasks like finding information, answering emails and booking meetings in your appointment’s diary. In the next stage, Ai will start presenting information and performing tasks based on what it has learned about you on a more personal level. But, the greatest shift will come when Ai is integrated with people and devices, almost as second nature, which will change the way people communicate and manage information. Ai will become your personal gateway to information and to other connected devices, services or things. For example:
· We will not need to use Google search or to browse news sites – your personal Ai assistant will provide you with relevant information based on and filtered for your needs and interests.
· Facebook as a social media platform will have no function, since Ai assistants will manage communication with your friends and act as your personal news service.
· Influencers will have had their day – your Ai assistants will replace influencers.
· We will not shop on e-commerce sites, since Ai assistants will make sure that you never run out of milk or Pampers diapers, or will buy that IKEA sofa that you did not realise was perfect for your living room.
The role of the communication industry has been to connect people with companies and brands, this will fade away as the Ai eco system develops. This will of course have major business implications for companies as CNN, Newscorp, Alibaba, Google, Facebook, Zalando, Amazon and of course the entire communications industry.
When Ai assistants filters all information, marketing teams need to develop a new marketing play book. How do you connect your brand’s Ai with a consumer Ai? Can you market to a machine?
My recommendation to companies and brands is to start developing Ai services for their category, to own the consumer relationship and deliver value beyond people’s expectations. Great products offered with a branded Ai assistant will deliver the ultimate brand experience.
Some Ai examples:
· Pampers Ai will help moms and dads with everything that a parent needs to know and also make sure you always have diapers home to keep babies dry. Still caring for all babies happy and healthy development.
· Walmart Ai becomes the only DIY service that people need to connect with to help people save money to they can live better.
· Coca-Cola develops an Ai service to inspire you to live a healthy lifestyle, fuelled with moments of optimism and happiness.
· IKEA launches a do-it-yourself Ai service that helps you with interior design, designing products and or to find your next dream apartment or property. This will create a better every day for the many people.
· Zara develops a personal shopper Ai service, that helps you design your own collections, show latest trends, offer second-hand clothes and at a reasonable cost.
· Klarna to offer a personal finance Ai assistant. Managing your investments, loans, spendings and makes sure your money works for you and not for a bank.
· L'Oréal to launch a personal beauty Ai assistant that will inspire you with the latest in beauty trends and make up tips via AR.
· Procter & Gamble to provide the only Home Ai assistant that you need. It will help you with manage household chores and connect with all devices, as cleaning robots.
· Johnson & Johnson develops an Ai assistant to help you manage your health, that will help you with doctors visits and other health related tasks.
No one can predict how Ai will impact our lives. All we know is that the communications industry is undergoing constant change and that organisations and business models need to be continuously evaluated, in order to keep pace with development of Ai.
The question is not if this will happen, but when. Time to stop selling and start serving.
Thank you.
Krister Karjalainen
CMO
Oscar Properties (ex P&G, Nokia and IKEA)
Links:
https://blog.google/products/assistant/ces-2020-google-assistant'
Pampers Ai concept video: https://www.youtube.com/watch?v=Ev99Ed2qhUc