As AI Reshapes Consumer Expectations, Marketers Should Still Think 'Human First'

Investment in artificial intelligence grew an estimated 300 percent in 2017, as adoption of AI-powered assistants like Alexa and Siri continued to skyrocket -- and, unsurprisingly, the trend was very much in evidence at this years' CES. As customers have come to expect the "personal assistant" level of service from a diversity of devices, "the bar is [just] being continually raised for consumer expectations in the level of intuitive service and response that is available to them," said Devon MacDonald, Chief Strategy Officer, Mindshare Canada. "People are always looking for things that are faster, easier, safer, and just more frictionless." Following CES, MacDonald talked to GeoMarketing about approaching AI from a'human first' perspective -- and how AR integrations are finally a tangible reality for brands. GeoMarketing: At Mindshare, you've spent a lot of time thinking about artificial intelligence.