What happens when AI becomes a filter between you and your customers?

This article is not created with the help of AI. Except for the image, which is a conversation between me and ChatGPT. I asked if it was fixable and Chat GPT responded: “It looks like a damaged charging cable, probably a Lightning cable used to charge and sync Apple devices. Given the damage – the insulation is removed and the inner wires are exposed – it is not recommended to try to repair it. Repairing a cable can be dangerous as there is a risk of short circuits, which can damage your device or cause a fire.” Much of the current discussion revolves around how AI can create content and streamline workflows. Something I haven't seen much of and that I ponder a lot is the question of what happens when AI becomes a filter between you and your customers?

This year, generative AI will change how people (both privately and professionally) discover, evaluate, and choose brands, services, and products. Regardless of where people are in the customer journey, and whether it's emotional or rational, AI will start to have a significant impact. I believe we need to start thinking in a completely new way about this. Here are some questions I've begun to consider.

Conversational AI

The movie Her is becoming real. I myself talk to ChatGPT on dog walks. I may not be in love, but I am definitely infatuated. ;) Android phones look set to get ChatGPT as their default "Siri" very soon. At least until Google's Gemini is more established. Apple will most likely fully jump on the AI bandwagon this year. Siri will become genuinely useful and get more people to start using conversational AI. This year, we will also see an explosion of conversational AI in customer service and self-service services. What does it mean when generative AI becomes the primary contact point for many people?

Social Media

Meta has already started integrating generative AI to curate and personalize content for users. TikTok has been using AI algorithms for a long time, but for some time now they have also started using generative AI to curate and personalize content even more. Snapchat already uses generative AI to optimize its algorithms. What needs to be done for generative AI to discover and highlight one's content (in an endless abundance of content) on social media, without having to spend enormous budgets on advertising?

E-commerce

Generative AI in e-commerce is now moving at breakneck speed, but what happens when we start being able to buy directly via ChatGPT, Siri, and Bard? If generative AI can ensure that it finds the "best" solution for your need, at the lowest price, with the shortest delivery time. If it can also weigh in your cultural and social values so that you choose the "right" brand connected to the group you feel belonging to. Will we see an actor selling exclusively through conversational AI already this year? Imagine my conversation with ChatGPT if it added: - Would you like me to order one for you? What does this mean for e-retailers?

"TV" Advertising

CTV (Connected TV) continues to grow rapidly as more people switch to Play and IPTV. Generative AI has already started being implemented both in reach and content. We are moving away from the relatively blunt personalization based on demographics and assumptions about interests. YouTube has gone all-in on AI both in terms of content creation and advertising, but also in how they are displayed and to whom. What does it mean when everyone can create super-optimized, super-creative, and super-good ads? How do you stand out when the bar is raised exponentially?

Search

AI-based search results have already begun rolling out in Google Search (SGE). Google RankBrain and Hummingbird were just the beginning of changes to the search algorithm with the help of AI. This year, Gemini is rolling out for search, ads, and Bard. Microsoft Bing has already started using ChatGPT to improve search. Is it possible to create good and unique content that search engines prioritize when others can repackage it with the help of AI? What parameters become important? How and on what does AI continue to be trained in connection with search results? What happens when you can no longer trust any information?

Newsletters

Generative AI is beginning to decide what is important for you to see in your inbox. Microsoft has created Catch-up. Gmail already uses AI to sort what it thinks is important to you and what is spam or similar with the help of RETVec (Resilient & Efficient Text Vectorizer). Gmail can already analyze and unsubscribe from newsletters it thinks you don't want. What is the next step? What does it mean when generative AI becomes a filter between you as a sender and the recipient? What does it mean when everyone can create "good" newsletters without much effort?

I believe there is a need for many who work in decision-making positions with brand, marketing, or sales to delve into questions like these to try to understand how to navigate during 2024 and beyond. I think there may be a need to get perspectives from others outside one's own organization, without someone trying to sell a particular solution or service.