Artificial intelligence will become one of the great allies brands will have in the future is one in which firms are working and which are already doing advanced experiments. The make machines are able to read better than ever for consumers and understand what they want and what they expect is one of the great obsessions in which firms work because they could afford to be much more efficient in very complex terrain and would the work easier marks. It is what happens, for example, when anticipate the needs or detect stress points.
One of the direct applications of artificial intelligence will be to change how consumers relate to brands and how companies serve buyers in real time. Artificial intelligence will create an ‘artificial empathy’ that will enhance the consumer-brand relationships and help the latter to better understand the former. It is what they already do, for example, firms that are trying to work with robots in customer services and they are doing that they are getting smarter and achieve better understand human emotions. However, the fact is that there is still much to be done and a lot of land to conquer and brands need to further refine how the machines rather read emotions.
The potential of this emotional reading is very high. As a point from a working group of the Cambridge Judge Business School, information and how it is processed it will completely change how companies relate to consumers.
One of the key areas in which artificial intelligence will achieve connect with consumers and improve how brands relate to them is the field of visual recognition and information coming that way. It is known as ‘visual data’, or visual data, and the information normally dependent processed through sight and are machines now analyzed to achieve better results and to better connect with consumers and what they want. What it is the same, the machines will be able to see and understand and provide answers that connect with what consumers need or want to receive.
How to apply this artificial empathy
The clearest example is that the study itself indicates. When you are trying on clothes, the consumer reacts to what he sees. His body language and facial expressions change as they think about what they are seeing. With the new sensitivity of the machines and with advances in artificial intelligence, the answer will be linked to that particular reality. When consumers look in the mirror tester and react to what you see, intelligent mirror will be able to read what you are feeling, empathize with it and offer services related to what you are feeling at the time products.
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The fashion world is the one most often used as an example of what artificial intelligence can get when responding to consumers in real time reading their feelings, but the truth is that this artificial empathy can change many more things and may have applications in many other fields and directions. At the end of the day, what is achieved is that the consumer feels understood and that the brand will show you that knows what he wants, you understand. The final element will be the offer exactly what you want to receive.
Researchers are still working to its full potential, but their applications could be very varied.
“If there is, say, a trailer for a film with an action item that is seen by a person who does not like action movies, you can not want to see it, despite the fact that the film may have a lot of ‘no action’ makes this film proves attractive to the spectator,” explains Shasha Lu, the project manager. Therefore, they are working on the possibility of creating custom trailers, stemming from the reactions of consumers to create the best formula to introduce the product.
Uses, as clear from specialists, can vary greatly depending on the spectrum where you want to move, but the artificial intelligence and reading visual data to create a new communication between consumer and brand can have many uses, varied and very related to everyday life.