Advancements in technology and Artificial Intelligence (AI) have revolutionized the way we live and interact with each other. Brands are just starting to grasp the true potential of AI and how it is shaping our lives. Equipped with AI, brands now have, more than ever, a better understanding of human behaviour, insights into how they interact with brands and how to exceed their evolving expectations.

Creating human connections

The age of AI has enabled brands to target their customers at a microscopic level. Brands can now differentiate by profiling individual customers and creating an experience according to individual tastes. For instance, Netfilx provides recommendations to each users based on the history of what they have seen while Amazon’s Alexa learns your choices and provides suggestions based on those interactions.

All of this is possible due to the powerhouse of knowledge and understanding of human behaviour that is provided by AI. These tools are used not just for interactions with customers but are enabling marketers to create brands that transcend traditional processes of brand creation and craft evolving brands that grow with their customers. This trend is particularly echoed while capturing the attention of millennials or Generation Z who want a more personal interaction and an authentic experience. AI has helped brands to create more “human” connections with their customers and enhance their experiences. Robots are now granted more human-like personalities to make technology more adoptable. For example, Eva, the friendly face of Emirates NBD, has an approachable personality and a smile to make the future of banking more conceivable.

Building on technology

As brands are rushing to adopt AI to gain a competitive advantage, there is a need to achieve the right balance technology and empathy. Micro-targeting is enabling brands to reach more customers but at the same time, it can be a nuisance if not done right. For instance, an ad on Facebook based on recent search history can be of help but also an annoyance at the same time, if the user clicked on a particular ad by mistake and is now inundated with several ads.

Adopting this trend, Middle Eastern brands are now focusing on creating their brand a “living brand” that enhances their customer’s experience. For instance, chatbots are adopted by retailers and F&B outlets around the region to streamline the customer experience and provide necessary information in an instant. For example, Dubai Police, are straying away from the idea of an autonomous brand and are having conversations with their customers instead of targeting them through mass campaigns. The latest addition to their force, Robcop, wears a police hat and uses facial recognition technology to gauge human reactions.

All of these advancements are part of a structured framework that introduces a new era of brand approach. Through AI, brands can gain a deeper insight into the consumer behavioural patterns and with a right approach companies will not only be able to innovate and rejuvenate their brand, but also create a sustainable brand that is accessible and connected to its customers in these evolving times.