When buying decisions are delegated to algorithms, what is the role of the marketer? Phil Sutcliffe believes practitioners will need to increasingly jolt consumers into taking notice - and brand activism might just trump AI.
We are entering an era where the Internet of Things means that people will increasingly delegate buying decisions to AI-powered bots. Amazon Dash buttons already allow people to buy a range of brands, from toilet roll to instant coffee, at the push o for brands such as Folgers Coffee, Pepperidge Farm and Ziploc are being placed via Dash buttons. Amazon Dash Replenishment takes this a step further, incorporating sensors into connected devices such as Brother printers, Oral-B electric toothbrushes and GE dishwashers to order new printer cartridges, toothbrush heads or dishwasher detergent automatically when supplies are running low.