Teachable Brand AI

Within the next five years, scalable artificial intelligence in the cloud – Brand AI – could potentially transform how retailers use personalisation to make every store visit a memorable, exclusive customer experience distinct from anything a competing digital disruptor could offer. Arguably the success of this engagement approach is contingent upon a retailer's ability to combine a range of data sources (such as social media behaviour, loyalty card history, product feedback) with its analytics capabilities to create personalised moments of delight in-store dynamically for an individual customer that drives their decision to purchase. But could the truly disruptive approach be one where a customer is continually teaching the Brand AI directly about their wants or needs as part of their long-term personal relationship with a retailer? Could this deliver new forms of customer intimacy online competitors can't imitate? This ongoing relationship can be changed any time by the customer and be pro-active or reactive – the customer may set the preference that the Brand AI only engages them when they are located within a mile of a retailer's store or one week before a family member's birthday, for example.