Avin Narasimhan, global communications planning director at PHD US, talks to Avertising Age and outlines the impact that artificial intelligence will have on consumer behavior and how marketers will have to adapt by ‘marketing to the machine’

The coming world of sentient VPAs will create a completely different marketing environment — one in which ingrained consumer behaviors like impulse buying are eliminated, and standard marketing objectives, such as stealing market share, become more challenging.

There’s a big opportunity for marketers to grasp the future impact of VPAs, but it’s an opportunity that must be grasped now. Specifically, marketers should consider what data their brands need to be more accessible in an AI environment; how they can know their customers’ real behavior even more intimately; and how that knowledge can be used effectively to inform everyday decisions in the AI age.

Read the full article via Advertising Age here