La inteligencia artificial puede ayudar a fortalezar las relaciones con las marcas
For Rori Duboff, Global Head of Strategy at Havas Media, the potential of artificial intelligence for brands is huge. Although this seems futuristic, it has already made a difference in marketing communication and product design. Artificial intelligence can help create real long-term personal interactions with brands, she said. The term describes the capacity of a machine to simulate human intelligence, core to most advertising technology today. For example, voice and facial recognition, search engine recommendations or programmatic media, have been made possible through these robots, which are still intelligence limited. According to Duboff, as this technology develops more broadly, it will reach the potential to engage with clients. We will be able to build emotional connections with our audiences through robots that have personality, awareness and multi-dimensional capabilities. Robots can help people learn new things, guide people to live a healthier life or provide advice on how to save money; all under your brand. Brands play an important role in this technologic evolution, so Duboff advices not to lose sight of this process. Starting now, engineers and programmers need to work alongside with designers, strategists and traditional tech teams to go beyond application, product or functionality and think about human connectivity.
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