Artificial intelligence (“AI”), that convincingly mimics the behavior of humans, may seem like advanced technology from the distant future, but current AI is already a powerful influence on marketing communications and product design. The ultimate marketing goal for front-facing departments within a wide range of companies, albeit retail stores to reception desks, is to offer consumers personalized interactions that create lasting relationships, which generate continual sales and sustained loyalty. With AI, these relationships are no longer relegated to human interactions alone. I believe that artificial intelligence, augmenting the human efforts, shows enormous potential for brands.

Marketing, driven by artificial intelligence, is already at the core of most modern advertising.   Whether it is through search engine recommendations, programming media, or voice and facial recognition, AI is there.  By mining massive amounts of data from inputs all over the Internet, AI can use complex algorithms to learn what consumers want and what the most effective ways to interact with them are.

The AI that is currently being used by most companies is known as “narrow intelligence” because it only has limited functionality on discrete devices, like personal computers, automobiles, and mobile phones. However, technology professionals, along with myself, anticipate that AI will reach human-level intelligence soon, meaning it will be able to interact with consumers like a real person.

While some people may not be comfortable with the idea of a human-intelligent robot, AI will be instrumental in providing real-time custom experiences for consumers that will help brands create more personalized relationships. Rather than relying on lifeless connections like email, websites, apps, and various forms of advertising, the sentience and personality of AI will enable brands to build emotional connections with consumers in all sorts of ways.

Smart robots will have the ability to empower brands by assisting consumers on multiple levels. They will help consumers organize their lives, be more creative, and even enable them to live happier and healthier lives. Imagine any type of goal you might have in life and there is likely to be a robot that can help you reach it. Artificial intelligence can help us reach fitness goals as used by sports equipment companies, while diet robots can be run by healthy food brands, and entertainment bots may create a more fun and motivating workplace.

Branded robots supporting people in their everyday lives may sound crazy, but much stranger things have happened in the world of advertising. Malicious robots with ideas of exploiting or eliminating mankind may dominate science fiction books and movies, but the reality of human-level artificial intelligence is likely to be much more pleasant. These advances will not just affect tech-savvy consumers. The retail economy will most likely benefit from the endless possibilities that will emerge from AI.

As modern life becomes more complex, branded robots will give consumers the ability to simplify their lives while still benefiting from all the advances technology should offer. This will include robots with and without AI.  You will soon see an array of departments within organizations have some sort or robotic-assisted component.  Especially impacted by AI will be those critical “touchpoints”.  Robots creating personal relationships at those organizational touchpoints between individuals, whether their own employees or patrons, will only enhance the important role brands already play in our culture. To stay ahead of the curve, engineers and programmers need to start working with marketers, designers, and other professionals to start thinking about how AI will improve human connections for their company.

About IGM Creative Group

IGM Creative Group provides advertising solutionsmarketing strategy, and web development for Fortune 500, mid-market, and small businesses.

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