AI Assistance: How Consumers See Brand Interactions In The Future

The year 2035 may seem like a far distant future, but when you think about it, 2035 is actually the same distance away from today as 2013, the year we first unlocked our iPhones with our fingerprints and were first introduced to the idea of Amazon deliveries via drone.

So, really not that long ago.

Dentsu is looking a decade ahead in its Consumer Vision 2035 report, putting focus on everything from technological features and “digital counterparts” to climate-dictated paradigm shifts. For brands fighting for engagement, Dentsu’s advice feels like it’s as relevant today as it will be in 2035, with brands needing to “be more intimate with consumers and engage them proactively through intuitive interactions.”

“Brands will need to become perceptive and stay one step ahead of consumers — both humans and their AI ‘gatekeepers’ — anticipating future needs and desired mood states by offering experiences that are both intuitive and serendipitous,” the report predicts for the 2030s, a time when brands may be contending with gatekeeping “AI barriers that protect consumers from unwanted solicitation.” When presented with the idea of an AI assistant that “takes care of vetting the ads and promotions they’re being sent,” 3 out of 4 global consumers said they’d want that technology.

(Source: Dentsu)

More than three-quarters (77%) of consumers surveyed said they’d “welcome brands” being capable of predicting their wants and proactively offering relevant products and services. 71% expect brands to create unique personalities for their interactions, and two-thirds say they should be able to understand their mood in real-time and “respond accordingly in their interactions.”

“As consumers’ emotional states are increasingly monitored and predicted, brands will be expected to recognize these emotional patterns and short-circuit undesired states, even inducing desired states,” the report says.

“As we look to the future of brands, pivoting from insight to foresight will enable them to anticipate and deliver on predicted emotional states of consumers, a new requirement to thrive as a business by 2035.”

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