EVERYTHING YOU KNOW ABOUT YOUR CUSTOMERS WILL SOON BE WRONG

The marketing communities and departments across the world are right now scrambling on how we can use generative AI to optimize our processes to create a wider, better, faster, and more efficient way of working, in the marketing and sales environment.

But we are all optimizing our current ways of working, thinking, and planning under the assumption that generative AI isn't also impacting the customer’s way of living and acting.

And yet we already see the first signs that purchase processes and buying patterns are changing as well. My virtual assistant will not read your generative AI content or experience your hyper-targeted Facebook campaign, my consumer search on Bard will not take your personalized experience into account. We are optimizing for a future that will not exist. So instead of trying to make AI help what we do today better, we need to take a step to the side and look at what we need to do tomorrow because right now we are simply "building a faster horse".

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