AI can turn a potentially negative customer experience into a welcoming one by seamlessly removing friction. An airport parking gate that recognizes a license plate and opens automatically transforms a moment of potential anger into a feeling of being recognized and valued, which is a powerful form of brand building.
If a marketer's primary function is to react to and optimize for algorithms, their job is highly susceptible to being automated. True value lies in strategic thinking, human insight, and abilities that AI cannot replicate, rather than engaging in short-sighted tactical execution that AI will inevitably master.
Franchised or licensed locations, like airport Starbucks, often operate on separate databases from the parent company. This siloing prevents a unified, AI-driven experience (e.g., mobile ordering), prioritizing short-term profit and efficiency over a consistent, high-quality customer experience, ultimately damaging the brand.
As agencies adopt AI to increase efficiency, clients will rightfully question traditional pricing models based on billable hours. This creates an "arbitrage" problem, forcing agencies to redefine and justify their value based on strategic insight and outcomes, not just the labor involved.
Instead of viewing AI as a tool for robotic efficiency, brands should leverage it to foster deeper, more human 'I-thou' relationships. This requires a shift from 'calculative' thinking about logistics and profits to 'contemplative' thinking about how AI impacts human relationships, time, and society.
Many brands mistake chronicling the customer journey for storytelling. True storytelling requires a moment of transformation, transcendence, or an 'aha' moment for the customer. It's about creating a feeling of being seen and understood, which builds a deeper emotional connection than simply listing events.