Acquisition
•Brand marketing will shift from
consumers to AI Platforms, which
will be able to retain more
technical data and perform
analysis
•Customer acquisition will come
through the acquisition of AI, so,
brands will have to shape their
strategies around AI assistants
•Traditional market research may
be supplanted altogether by the
intelligence about consumers’
actual behavior that brands will
be able to buy directly from
platforms
Satisfaction
•Collect granular data and
understand the purchasing
pattern of the consumers
•Identifying the tradeoffs the
customers are willing to make –
price for sustainability
•Perform a combination of price,
features and performance of the
most relevant products for the
consumer
Retention
•Reevaluation of purchases
by AI will give challenger
brands opportunity and
keep the market leaders on
the edge
•Brands can further utilize
the information from AI
platforms. Promotions can
also be done through AI
platforms
•Using AI, Brands can be
aligned if a customer is
going to defect. The brands
can offer customization to
keep their business
Imperatives for AI Platforms

 Accuracy
AI Platforms have to learn about the requirements and desires of the respective
individuals, and make sensible alternative suggestions.
 Alignment
AI Platforms must seamlessly focus on handling two objectives – meeting
customer needs, and providing provide preferred placements and
consumer data to brands. The AI platform should not appear as a mean of
making business but rather as a friendly guide making suggestions.
 Privacy
AI platforms utilize customer data to achieve more accuracy, however, that also
exposes the customer’s privacy.
 Brands Collaborating with AI
Before brands collaborate with AI Platforms, the three imperative questions that
they must answer –
 Whom is the AI platform working for?
AI platforms work for multiple stakeholders, including brands. But their primary
motive is to serve the interest of the end user.
 What do brands want from the platform?
AI platforms will offer a view of consumer behavior and motivations. That nuanced
understanding will allow companies to redesign every aspect of marketing— from
segmentation to pricing to product features and promotional offers—to better meet
consumers’ needs.
 How does a platform choose a brand?
The brands will have two levers –
• First, will be to pay for preferential positioning;
• Second, the brands will have to continually innovate their offerings so that they align
with customers’ stated and implicit needs. Platforms in turn will promote the improved
products—and become the superior sales channel marketers seek