Movies have talked about this subject enough to have us fear the innovation. We have also heard of Mark Zuckerberg and his folks at Facebook develop a form of artificial intelligence and had it instantly shut down when it started to think too deeply. However, fear is far from what we want to discuss about AI today. The question is, how does Artificial Intelligence make its mark in the experiential marketing industry?
Before you set an image of an intelligent humanoid robot with the voice of Siri in your head, try to think of your experience when using Siri, or even Alexa. There are a lot of moments when they answer your questions and even help you out, while at the same time, they also misunderstand you for what you had asked for in the first place. It’s almost like you can feel the internal coding when such errors kick in.
I have exposed you to 2 perspectives of AI – one where the program is given power to make decisions to benefit people, and the other where the program corrects itself based on the people’s requirements. In lines of experiential marketing, it would be the latter that would work for the end users.
Consumers are always right, so it is essential that they take away experiences exactly the way they want. To take advantage of Artificial Intelligence in the appropriate manner, it’s best not to keep it as the front of the interactive setup, but rather the inner system that makes the setup engaging. Simple folk take experiences in the easiest and upfront manner, which is why an interactive setup must represent itself the same way.
Does this mean that Artificial Intelligence will make immersive experiences more predictable? I’d say, that depends on how you want your experience to turn about. Once in a while, Siri tends to surprise us with a cheeky one-liner. That’s because we like to challenge the program to act beyond the monotony. It is human nature to tackle our curiosity, but it takes human initiative to grow from it.