Spanish-based consultancy Llorente y Cuenca (LLYC) commissioned its Consumer Engagement and Deep Digital Business teams to examine ten trends driven by the AI explosion taking place in the global industry that will most benefit consumers and companies Will affect companies in 2023. The methodology used for the consultancy is called trend spotting and based on this ten trends were developed.
“When the macroeconomic outlook is unfavorable, companies tend to reduce their investments in marketing and communications,” explained David Gonzalez Natal, Partner and Global Leader. Engagement In LLYC. However, everything seems to indicate that the solution is upside down. We are living through an explosion of technology applied to consumption. In this scenario, we find it necessary to analyze how the interplay between the exponential growth of technologies and their popularity determines what to focus on in order to optimize investments and continue to add value for both companies and consumers. Needed
For his part, Ibo Sanz, Global Senior Director of Strategy deep digital businesscommented that “In this context, companies need to be practical when facing their business challenges, and this practicality necessarily includes solutions that allow them to measure the impact of their decisions in both the short and long term.” ensuring that their interests are aligned with those of their consumers, and that they are receiving an accurate return on investment”.
Ten marketing and consumer trends driven by AI in 2023
, Material Revolution: Through AI, both companies and professionals will be able to automate tasks and delve into creative processes and save time and money.
, Behavioral Economics: Intention vs. Behavior? This discipline improves effectiveness in business activities and helps in making informed decisions.
, Content Monetization: Content creators are increasingly jealous of their autonomy in relation to social networks and more and more decide to bet on the direct subscription model without intermediaries.
, Does every penny count? When choosing the right attribution model for each campaign or business, knowledge matters; Data and AI are the keys to mastering this.
, CX from Zero Party Data and Customization: Customer Experience (CX) will continue to be the number one priority for businesses in 2023.
, High Prices, Low Expenses: With increasingly conservative consumer dynamics, the ground is set for the promo hunter to return.
, Bye big Datahola big data, Data, which grows rapidly. They are and will remain the main asset of organizations as the center of digital transformation.
, Super Apps and Super Expectations: Companies will need to rapidly analyze the experience with their applications and create a holistic one focused on their customers.
, The Metaverse is slow in coming: With the difficulties in its creation and so much to do to truly implement it, the metaverse remains high on the agenda of many CMOs, CIOs and CTOs.
, D-Commerce: Decentralised, Direct and Democratic: While six big companies control 60% of global electronic commerce today, the development of Web 3.0 and blockchain will generate a decentralized network without intermediaries for transactions.
