Chapter 1: The Impact of AI on Skills and Relationships

Artificial intelligence is set to compel us to adapt in various ways. As technology evolves, it reshapes the skill sets required within companies and alters the dynamics between brands and their consumers.

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A significant advantage of engaging daily with individuals from diverse backgrounds is the ability to observe the emergence of trends that span multiple sectors. This awareness helps identify what becomes part of the cultural zeitgeist, which influences societal norms, business choices, and interpersonal connections.

I've noted a promising shift where the distinctions in product development are increasingly fading. More brands are recognizing that nearly every aspect communicates something to the customer:

• The brand logo
• The physical store environment
• The online user experience
• Social media positioning
• Content shared through media
• The approach of sales representatives
• Product packaging
• The atmosphere of marketplaces

Every element conveys a message! Therefore, each facet of interaction serves as content, carrying information and creating additional opportunities for customer engagement.

This integration creates a more intricate communication landscape between brands and consumers. Often, the primary voice in this dialogue is not the brand itself. Engaging influencers and regular consumers through less direct methods—like social media and e-commerce reviews—has become commonplace.

The realm of public relations has also transformed. Communication agencies can no longer restrict their focus to linking press outlets with company leaders; they must evaluate each communication strategy to identify the most relevant stakeholders. In some instances, spotlighting influencers can yield greater results, while in others, it may be crucial to engage the most relevant podcasters and YouTubers in a specific field. In these scenarios, the brand assumes a supportive role, allowing the influencer to take the lead.

Adapting to this change can be challenging, as it requires a shift in leadership roles. A true leader must embody the company's culture, empowering each employee to express it in their own authentic way. These cultural transformations increasingly manifest as stories and short videos on social media. Instead of resisting this trend, embracing it as an inevitable aspect of digital communication is essential. It's an opportune time to leverage the new rules of engagement to your advantage.

And we are only at the beginning.

The primary challenge in communication has consistently been cultivating one-on-one relationships with customers. Gathering data from social media, e-commerce, and other communication channels creates a rich repository of insights, unveiling fresh opportunities.

A notable example is retail media, which involves advertising on retail brand platforms, such as in-store screens, e-commerce banners, website videos, and application search results. The 2024 NRF Big Show, the premier global retail event, identified retail media as a pivotal trend for the future—a market projected to expand from $36 billion to $100 billion in the USA by 2025.

This new avenue can enhance brands' engagement with consumers, fostering sales while enhancing reputation, relationships, and customer loyalty. Consequently, the traditional divide between institutional and marketing content becomes irrelevant, as all forms contribute to customer relationships.

Another significant trend that blurs communication boundaries is live shopping. This model, which engages 50% of online consumers in China and is gaining traction worldwide, merges entertainment, content, and consumption, creating enjoyable and highly contextualized experiences. Where advertising once interrupted programming, it now serves as the central content that delivers relevant information.

I see tremendous potential for rapid growth in utilizing these new channels, particularly through another technology that has gained traction recently: artificial intelligence (AI). Specifically, generative AI, capable of comprehending natural language and facilitating dialogue with customers, holds immense promise. While many technology “experts” discuss the potential of this technology, it's vital to recognize that it requires human input.

Generative AI will act as a "co-pilot" for brand communication, expediting decision-making processes. For instance, it can draft the initial version of a podcast script or institutional advertisement, but the refinement and approval of this content ultimately rest with a human, ensuring alignment with strategic objectives.

The implication of this evolution is that we must all become adept communicators, as we will contribute to the data that informs AI's suggestions for new campaigns and brand initiatives. Technology will not replace human creativity; instead, it will empower professionals with greater autonomy to explore numerous ideas and identify those that resonate most effectively.

As every team member becomes a communicator, it's essential to develop new skills to maximize the use of AI tools—starting now! After all, generative AI is rapidly taking hold and challenging existing paradigms through data-driven insights.

Are you prepared to navigate this evolving landscape?