5 ways AI will redefine the CPG rules of engagement

Editor's Note: The following is a guest post from Ramiro Amaral, director, strategy and consulting, and Pascoe Craig, senior account director, at SapientRazorfish. Once a novelty item, voice assistants such as Amazon's Alexa and Google Assistant are getting more traction and becoming an accepted and valued part of the consumer's life. Integrated into everything from countertop speakers to cars, these offerings are helping deliver on the promise of a more intuitive and human-centered way of interacting with technology. These voice-based interfaces, powered by artificial intelligence (AI) platforms and cloud-based infrastructures, are changing the way consumers perform everyday tasks, from searching and cooking to commuting and communicating and are slowly creating new habits, mental models and expectations around specific categories. Very soon, the technologies in the connected home will be managing requests, automating preferences and determining the flow of products as our personal assistants. As such, all businesses will need to evolve to meet the changing needs and preferences of the customer and keep pace with the technology that is wholly transforming the world as we know it.