AI First Archives — Carrington Malin

March 9, 2025
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Is your content ready for GenAI?

The new generation of AI chatbots still only account for a small percentage of Internet traffic, but the writing is on the wall: GenAI will not only change search traffic forever, it will change consumer behaviour forever too.

Anyone even vaguely involved in marketing and communications will have noticed how much Generative AI is already affecting content. GenAI generated images and videos are flooding social media, deepfakes are commonplace, there’s a growing volume of AI-generated blog posts, social media posts and comments. Meanwhile, GenAI content is also becoming common in business communications, like messages, emails, reports and presentations. Less visible is the impact that AI-First channels are having on content discovery and Internet search.

US-based Activate Consulting predicts that the number of users starting their Internet searches using a GenAI platform will more than double in the next four years. The company’s researchindicates that 15 million U.S. adults started their search queries via GenAI in 2023 and forecasts that 36 million will do so by 2028.

In my view that’s a conservative estimate. The United States had an estimated 320 million Internet users in 2023, of which the majority use Internet search daily (so, betwen 160 and 288 million users, depending which research you believe). Without doubt, we can categorise those that have used GenAI chatbots for Internet search during the past two years as early adopters — meaning the numbers of people using GenAI for search will only increase. Meanwhile, the dynamics of GenAI usage are changing very fast indeed.

The dynamics of GenAI use

In early 2023, if you wanted to use GenAI for Internet search, then you really had to use Perplexity, since OpenAI‘s ChatGPT had no real-time access to the Internet. As more LLM-powered chatbots were hooked up to Internet search, users could choose which chatbot they search with. Last year, Bing introduced a chatbot icon on its search homepage, making it more intuitive for users to switch to GenAI for search.

GenAI is now quickly being built into an increasingly wide variety of software applications and platforms. Most of these integrations still require you to purposefully open the chatbot app in order to enter a query, but there are already plenty of apps making this integration tighter, so that you can submit queries from within the main application you are using. LLMs and LMMs (large multimodal models) are also getting smarter in the way they access the Internet, present information and provide reasoned suggestions or recommendations. Increasingly, such chatbots won’t even need you to submit a query in order for them to search the Internet and recommend content to you.

Internet search via GenAI is going to be driven by not only active search users, but also passive search and even Internet searches driven by proactive recommendations from the chatbots themselves.

In summary, Internet search via GenAI is going to be driven by not only active search users, but also passive search (where GenAI is more involved in recommending an Internet search) and even Internet searches driven by proactive recommendations from the chatbots themselves. Very soon, searching with GenAI will simply become the easiest, most contextual and timely way to search the Internet. I believe usage is sure to grow sharply as a result.

This move to AI-Firstsearch habits is going to have a huge impact on how content is discovered and, for this reason, on what we today call search engine optimisation (SEO).

Although in my view, whilst we will see massive adoption of GenAI tools for Internet search, traditional search portals will be with us for the foreseeable future. Remember: the arrival of Twitter (now X.com), Facebook and LinkedIn changed discovery habits forever — in particular for news media content, but they didn’t kill off our search engines.

Does SEO impact GenAI search?

How does the new paradigm of GenAI search impact your online content? The answer is that it does so quite directly, since OpenAI’s ChatGPT and Microsoft Copilot use Bing’s search engine to find content on the Internet, while Google Gemini obviously uses Google search. Your content’s performance in GenAI channels is therefore currently directly related to your content’s performance in traditional search engines.

But that’s not the whole story. GenAI search startup Perplexity has developed its own search index, which although smaller than Google’s, it says is more efficient. In time there will be others, possibly fragmenting the world of Internet search as we saw happen in the early days of the World Wide Web. This will create challenges for SEO professionals and will require new research into such new search indexes that have been built to serve GenAI.

As for now, we’re now beginning to see significant Internet search traffic generated by GenAi assistants. Take Middle East AI News, for example. Focused on providing news and insight about AI and its impact on the Middle East, middleeastainews.comis already growing fast in numbers of subscribers and page views. I expect page views during the first quarter of 2025 to grow by at least 46%, compared with the last quarter of 2024.

middleeastainews.com PageViews referred by GenAI tools (actual + forecast)

However, the forecast for the rate of growth in page views referred by GenAI assistants to middleeastainews.com completely outshines the sites overall growth rate. Website page views originating from GenAI will grow by at least 231% during Q1, compared with the previous quarter — and this is significantly faster than the 74% quarterly growth in GenAI referrals registered for the website in Q1 2024.

Although SEO is certainly going to become more automated and enhanced by AI, it is only going to become more important in our new GenAI era.

Although SEO is certainly going to become more automated and enhanced by AI, it is only going to become more important in our new GenAI era.

The good news is that brands that have already been optimising their content with voice search in mind (something that SEO experts began recommending 12-15 years ago) are bound to see positive results from that content in GenAI-generated search results.

GenAI takes us another step away from key phrase and Boolean searches, and one more step closer to intelligent natural language search, linked to intent. Which is a nice segue into another critical aspect of this topic: GenAI will not simply change the consumer search experience, it will change consumer intent.

GenAI’s impact on search reaches far beyond user experience

Not only will we see the volumes of search traffic from GenAI increase, but GenAI will also influence such things as user sentiment and user intent.

We can split up user intent into many types, but for business planning purposes we can consider the following: informational intent (seeking knowledge), navigational intent (seeking specific companies or websites), transactional intent (including intent to purchase), and comparison shopping (research prior to purchase).

Toray, when you search for comparable products, for example, you may well end up on a comparison site such as Capterra, G2 or Similarweb. Or you may simply visit a number of weblinks for different products. Using traditional search engines, your results are provided in a list ranked by the search engine’s algorithm with relatively little recommendations or suggestions.

The original user intent may have been comparison shopping, but within a few seconds — enabled by GenAI — this could easily change to a transactional intent!

Ask a query such as “What are the best new notebooks available for gaming below $1,500 and why?”and you’ll already get a much shorter list of notebook models than via a search engine portal. Your GenAI assistant will have selected product and product review content and may have re-written it to suit your purpose.

Although GenAI assistants generally don’t make specific recommendations for such queries unprompted, a follow-up question such as “Of these results, which one do you favour?”can result in a firm recommendation from GenAI.

In fact, it’s the whole conversational nature of GenAI assistants that will change what links users click on and why. AI assistants are becoming more and more proactive in helping users find solutions, compare options and make decisions. So, a user’s click-through to a website may now have a different intent compared to one originating from a traditional search engine. The original user intent may have been comparison shopping, but within a few seconds — enabled by GenAI — this could easily change to a transactional intent!

Therefore, the coming evolution in Internet search using GenAI does not only impact search volumes and discovery — deciding who and how many people visit your website, store or product page, but it will also change search behaviours and importantly the user’s intent behind a click, and in many ways. This arguably changes SEO’s goal from ensuring top-ranking content in search results, to trying to secure top-ranking recommendations from GenAI assistants. This is bound to make new demands on both onsite and offsite SEO strategies.

Whether intended or not (and whether we like it or not), GenAI will influence audience sentiment.

GenAI search impact on brand reputation

Now let’s examine the broader potential impact of GenAI suggestions and recommendations: on brand reputation. We’re now entering a new era where the opinion of a GenAI assistant — as perceived by the user — will influence how the user feels about news, politics, science, celebrities and, of course, brands. Whether intended or not (and whether we like it or not), GenAI will influence audience sentiment and ultimately, brand preferences.

Influencing audience sentiment about your brand could result from a simple inclusion, or omission of a brand, in results over time, as we are already used to seeing in search engine results.

The language that GenAI uses to communicate about your brand may also influence sentiment (for example by frequently including your brand in a brand category that it does not belong in). Then we have the potential for GenAI to both amplify — and add authority to — positive or negative sentiment about your brand, that AI has found on the World Wide Web.

GenAI isn’t merely altering how content is discovered, it is fundamentally rewiring the entire digital ecosystem that connects brands to consumers. And this will happen fast. AI-First Internet access will grow much faster than the spread of the World Wide Web, and faster than the growth of Mobile-First access. Now is the time to review your online content, together with onsite and offsite SEO strategies (and, in fact, digital communications in general).

This article first appeared in my March 2025 AI First newsletter.


February 15, 2025
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AI First is a developing consumer behaviour, rather than an approach to automation.

It wouldn’t be technology, if it wasn’t accompanied by a lot of buzzwords!  The industry has really excelled itself recently, popularising such technical terms as large language models (or LLMs), Generative AI, prompt engineering, and now AI agents! Whilst it’s true that AI First may be another buzzword, it does have its roots in the past 30 years of digital consumer behaviour, but why am I talking about AI First not Human First? What is AI First and why do you need it? And isn’t Human AI better?

The evolution of AI First

The key thing to understand about the term AI First, is that it’s a developing consumer behaviour, rather than an approach to automation. Over the past three decades consumers have developed a preference for dealing with brands via digital channels. That evolution continues today as consumers being to embrace AI.

In the 2000s, consumers flocked to the Internet (eventually!) eager to begin their customer journey with a brand via the World Wide Web: we called that Internet First. In the late 2000s, the rise of the smart phone and affordable broadband prompted Mobile First behaviours. Today, we are witnessing the birth of AI First consumer behaviours: when consumers choose AI as their digital channel to engage with news, information, education, brands and commerce.

AI First wouldn’t be arriving at the station without established Internet and mobile behaviours.

The arrival of AI First doesn’t just supersede the previous waves of digital consumer behavior: it meshes with them. Just as Mobile First arrived standing on the shoulders of Internet First, AI First wouldn’t be arriving at the station without established Internet and mobile behaviours. However, the nature and growth of AI First is likely to differ significantly from its two predecessors: and so will the new consumer expectations that accompany it.

New ways of engaging with consumers

AI is already beginning to provide brands with new ways of engaging with consumers and, in the fullness of time, AI will provide consumers more ways of engaging with brands. We will also create a multitude of ways that AI can act as the glue that holds the customer journey together. AI apps and agents will engage with consumers on behalf of brands, with brands on behalf of the consumer, and with other AI apps and agents in order to get the job done.

AI apps and agents will engage with consumers on behalf of brands, with brands on behalf of the consumer, and with other AI apps and agents in order to get the job done.

For example, you can already book a table at some restaurants via their conversational AI app. Chatbots are already in use by a small, but growing number of restaurants to handle reservation enquiries 24 hours a day, but they are becoming more and more advanced. Some are already able to answer your questions about the menu, make recommendations and make a note of your personal preferences for your evening out. Soon more AI services will be able to seamlessly interact with you across chat, telephone and email.

In the very near future, you will be able to task your own AI assistant with booking the table, guided by the preferences you’ve already stored (such assistants have already been developed). The assistant will only involve you as much as your want it to, otherwise it will simply confirm your booking. However, there is a third possibility, your AI assistant could deal directly with the restaurant’s AI assistant (or AI agent), without the need for the protocols and niceties of human conversation. Same result, but faster and more efficient.

The concept of ‘Human AI’

Now, with all this artificial intelligence connecting, communicating and managing your customer journey, it would be all to easy for brands to allow AI to define how your customer experience should be and how best to support it. An AI platform, of any kind, will only be equipped to do this effectively it if has access to the right data. And for AI apps that are going to support and interact with humans, it’s important that that data is provided by humans and that humans are able to guide and play a role in refining AI’s process.

As more conversational AI platforms handle a growing number of customer requests and interactions, brands will want to make sure that their customer service bots meet or exceed customer expectations. After all, a tedious or unfulfilling reservation experience could lead to an increasing volume of lost business. This is where the concept of Human AI comes in. Humans need to be ‘in the loop’ to make sure that the technology serves humans, not the other way around.

“There is no artificial intelligence without human intelligence”

As global analyst firm Gartner says: there is no artificial intelligence without human intelligence. As time goes on, and people become more accustomed to being supported and served by AI, there will be many more changes to consumer behaviour. Although it’s true that AI will be able to leverage the data captured about these changes, human insight will still be required to prioritise that data, to ideate based on the insights that AI provides, and to make the nuanced decisions about how to meet new consumer expectations.

Why would we need a Human AI approach, you may ask? After all, isn’t the promise of AI that it will learn, adapt and create things for us? The short answer is that we need to keep humans in the loop, because human behaviour isn’t a constant. It changes.

We need to keep humans in the loop, because human behaviour isn’t a constant. It changes

Engaging with company chatbots today can still be a little like dealing with the office intern. They’re certainly eager to please, but often they lack specific domain knowledge, communication skills and the ability to recommend how the business can meet customer needs. Many chatbots, even GenAI chatbots, are configured to handle a very limited scope of customer questions. For example, ask for a business address and you may receive a correct answer, but ask if the main entrance is at the front or back of the building and you may get a reply like “sorry, I cannot assist you with that”.

Consumer expectations will continue to rise!

In the early days of customer service chatbots, customers may have been happy to jump call centre queues, immediately be given the right form to fill out, or be able to contact the company 24 hours a day. Today, those core benefits are just ‘a given’. Over time, how efficient a chatbot or AI assistant is in providing the data to answer your query is going become less and less important to you. How an assistant provides you with the help you need and how you feel about that interaction is going to become more important.

As AI First behaviour becomes more commonplace, so will the demand for AI services that put human needs, wants and nuances first. Tech firms, developers, marketing agencies and brands will need to use Human AI strategies, frameworks and practices to meet those rising expectations.

This article first appeared in my monthly AI First newsletter.

Image credit:  Carrington Malin via Musavir.ai.


January 10, 2025
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It’s becoming a new communications quandary – When do you tell your audience that you’ve used AI in creating something?

When do you announce proudly that your new creation was produced using the latest AI technologies? When do you need a disclaimer? And is it ethical to keep quiet about it altogether? These are questions that that I’ve given quite a lot of thought to over the past couple of years.

At this point, two year’s after the launch of OpenAI”s ChatGPT, it’s not hard to figure out that very soon everyone is going to use Generative AI tools to help them in everyday communications, writing, and to produce creative work.

However, I believe that we are still at the messy stage of GenAI!

The messy stage of GenAI!

The quality of GenAI generated content still varies greatly due to differences in technology platforms, the skills of the end user and the type of job at hand. This means that we’re going to continue to see a wide variety of content at varying levels of quality and effectiveness and that most of us will be able to identify a high percentage of AI content when we see it. Spotting AI content is becoming a sort of superpower! Once you begin noticing AI content, you just can’t stop seeing it. So, in this environment, it could be a judgement call deciding when to be proud of your AI content and tell everyone what you’ve done, and when to keep quiet.

Spotting AI content is becoming a sort of superpower! Once you begin noticing AI content, you just can’t stop seeing it.

There are also, of course, ethical dilemmas which accompany AI content, including how to decide when AI has had a positive impact (added value) or a negative one (e.g. done someone out of a job). Then there is copyright, fair use of data, and the potential for AI plagiarisation.

Timing

As with most things concerning communications, what you say and don’t say has a lot to do with timing. Firstly, many of the issues that we wrestle with today, could be a thing of the past in five years time. For example, the negative connotations to your multi-million dollar business cancelling your photography agency’s contract, because your going to save money by creating all your catalogue shots using AI. This is a very present day issue. In ten years time, whatever photographers remain in business will have adjusted to the new reality and no one will bat an eyelid if you never hire an agency of any kind, ever again.

Secondly, like any other communications requirement, with a little forethought and planning you should be able to work out what messages and policies to put in place now when talking about AI in today’s environment and then map out how these might change over the next year or two, according to potential changes in perceptions and reputational risks. Just because AI has some unknowns, it doesn’t mean that it can’t be planned for.

A little empathy goes a long way

The biggest risk, as usual, is not taking into account the perceptions of employees, customers and other stakeholders in your use of AI, and communications about it. Part of the problem here is that many organisations these days have a team of people that are well-versed in AI, but this often does not include the communications and marketing team!

Whilst all your marketing counterparts may be jolly impressed that you created your latest campaign in one day and made it home in time for tea, your customers are likely to care more about your message and what that campaign means to them.

So, does one announce “AI campaigns”? For me, it’s all about whether this helps meet the goals, resonates with the target audience and doesn’t risk upsetting other audiences. Whilst all your marketing counterparts may be jolly impressed that you created your latest campaign in one day and made it home in time for tea, your customers are likely to care more about your message and what that campaign means to them. It’s easy to let the ‘humble AI brag’ creep into communications because we all want to be seen moving with the times, but unless there’s a clear benefit for your key audiences, it really doesn’t belong there.

Transparency and authenticity

As with many corporate reputation risks, reviewing how and where more transparency should be offered on AI usage can help mitigate some of that risk. For example, making it clear that your website chat support is responded to by an AI chatbot and not a human, can help avoid customers making false assumptions (and perhaps being unnecessarily annoyed or upset).

What about marketing content? Should you be transparent about what content was created using AI? My experience is that the more personal the communication, the more sensitivity there is. I may not care if your $100,000 billboard was created entirely by AI, but when I when I receive a personal email from you, I probably expect more authenticity.

A personal perspective

Last year, I began labelling my LinkedIn content to show where and how I used AI. The use of ChatGPT and other Generative AI tools to write posts, articles and comments has started to proliferate on LinkedIn. As you have probably seen yourself, sometimes people use GenAI to great effect and sometimes content lacks context, nuance and the human touch that makes it engaging. So, I’ve found that posting in this environment can invite scrutiny – and occasionally accusations as to whether you are using AI to post, or not.

I would much rather that the focus remains on what my content communicates, rather than what role AI played.

I use AI extensively when planning, creating and repurposing content, but I still create more content with little or no help from AI. Although AI-generated content rarely accounts for more than 50% of any written work, I don’t really want my audience to either assume that I’m using AI to generate everything, nor to assume that I don’t use AI at all. Additionally, I would much rather that the focus remains on what my content communicates, rather than what role AI played. So, I now add a footnote at the end of all my LinkedIn posts and articles, which mentions whether I’ve used AI and what I’ve used it for.

If you are guided by your goals, your audience, the context and the potential risks, then deciding on how and when to communicate your use of AI can be very straightforward.

This article first appeared in my monthly AI First newsletter.

Image credit:  Drazen Zigic via Freepik.


February 10, 2020
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As our world becomes AI First, we’ll soon see a new generation of AI natives – those that have never known a world without AI assistance – with their own set of needs, behaviours and preferences.

My daughter learned to recite the alphabet from Youtube when she was three and taught both her mother and grandmother how to use Netflix at age four. It was then when she discovered Google Voice Search and was delighted when she searched for the children’s rhyme There was an old woman who swallowed a fly and instantly discovered a video of the song. Since then, of course, she’s become a user of Amazon Alexa, Google Home and — now seven years old —has her own tablet, but nevertheless still borrows mobile devices from anyone that will allow her to amuse herself with apps and voice queries. For parents these days, this is the new normal.

The unprecedented accessibility of today’s technology begs many questions for parents, educators, healthcare professionals and society as a whole. Until the arrival of the iPad’s tap and swipe interface, literacy served parental control very well. If your child couldn’t type — or at least read — then they could not do very much with the Internet, discover content, participate in digital messaging or, most importantly, use digital devices to get into any trouble.

In the 80s, access to computers was mostly limited to those that wanted to learn MS DOS commands. With the proliferation of Microsoft Windows in the late 90s, users had to, at least, be able to read. In the 2000s, rich visual cues for point-and-click navigation on the Internet had begun to take over, but this still required a basic level of technical expertise to engage. Fast forward to 2019 and many homes have multiple, always-on devices that can be activated by voice commands. The only requirement the system makes of the user, is that they can speak a few words.

In the early 2000s, educational institutions, government departments and child welfare groups began campaigning in earnest for child safety on the Internet, raising awareness, for the most part, of dangers facing children from the age of 9 years old upwards that might have been using the Internet unsupervised. Today, with the increasing popularity of artificial intelligence-powered virtual assistants and other smart devices, your child could be accessing the Internet at age three or four. At first, they won’t be able to do very much with that access, but they learn fast!

So, now our globally-networked, AI-powered technology has become accessible even to tiny tots, what impact does this have on parenting, learning and a child’s cognitive development?

Throughout most of the past two decades, the American Academy of Pediatrics stood by its strict recommendation to parents of absolutely no screen time of any kind before the age of 2 years old. For parents with iPads and TV sets in the house trying to enforce this increasingly controversial rule, this was both frustrating and perplexing. It was hard to understand what the harm was in a one year-old watching an hour of TV or nursery rhymes on an iPad. In 2016, the AAP repealed its no-screen rule and instead introduce a more practical set of guidelines for parents raising children in a multi-media environment.

Unfortunately for the AAP, it is likely that their new set of technology guidelines for parents will be obsolete quite soon. AI voice technologies are being rapidly adopted around the world, with the likes of Alexa and Google Assistant being incorporated into a wider and wider range of devices and becoming commonplace in households globally.

As any family that has these devices at home will already know, children can turn out to be the biggest users of virtual assistants, both via mobile devices and via smart speakers. Whilst the language barrier prevents one and two year olds accessing the technology, today’s parents can expect that it won’t been too long after hearing baby’s first words that baby starts talking to AI.

Although circumstances obviously vary from child to child, according to their development and affinity to the technology, having always-on AI voice in the room raises its own set of questions.

For example, when does a child become aware than an AI voice device is not actually human? Is feeling empathy for a software programme a problem?

Should we, in the process of teaching our young children to be courteous, insist that they use pleases and thank yous when giving voice commands? If not, what are the implications of children growing up, from an early age, getting used to giving commands, while most parents are trying to teach them to be more polite?

Young children today are our first generation of AI natives. They will be the first generation to grow up never having known a world that wasn’t assisted by artificial intelligence. As the digital native generations before them, their needs and behaviours will be shaped by and in tune with prevailing technologies.

Whilst we can expect many false starts, artificial intelligence is going to be widely embraced by education systems to teach, tutor, test and grade school children and their work. In fact, it will prove to be pivotal to 21st century education.

Today, China is far into the lead in piloting new AI-powered school programmes. Some 60,000 schools in China — or nearly a quarter of those in the country — are currently piloting an AI system which grades student papers, identifies errors and makes recommendations to students on improvements such as writing style and the structure or theme of essays. A government programme led by scientists, the AI system is not intended to replace human teachers, just improve efficiency and reduce time spent on reviewing and marking student papers. Teachers can then invest more time and energy in teaching itself.

Chinese after-school tutoring platform Knowbox has raised over $300 million in funding since its launch in 2014, to help school students learn via apps that provide highly personlised curated lessons. It’s already working with 100,000 schools in China and has its sights set on the global education market.

Meanwhile, China is in the advanced stages of developing curricula on AI theory and coding for primary and secondary schools. Guangdong province, which borders Hong Kong and Macau, introduced courses on artificial intelligence to primary and middle school students from September 2019. The programme will be piloted in about 100 schools in the province, but by 2022 all primary and middle schools in the region’s capital Guangzhou will have AI courses incorporated into their regular curriculum.

Singapore launched its Code for Fun (CFF) schools programme in 2014 in selected schools, at first targeting about 93,000 students. Developed by the Ministry of Education and IMDA (the Infocomm Media Development Authority) the 10-hour programme teaches children core computing and coding concepts via simple visual programming-based lessons. All primary schools in Singapore will have adopted the programme by 2020.

Children growing up during the next decade, will simply take AI for granted, as a pervasive new wave of AI-powered services supports their every want and need. However, just as this new generation will find it hard to understand what life was like before AI, older generations will find some of the new habits and behaviours of AI natives unfathomable.

For better or for worse, the drivers for AI development and deployment are economic and commercial. So, we can expect brands and commercial services to continue be at the forefront of innovation in AI. Which means, just as previous generations have been characterised as being self-involved — beginning with the original ‘Me Generation’ of Baby Boomers, so AI natives are likely to struggle to explain themselves in a world that seemingly revolves around them.

There’s been much public comment over the past ten years to suggest that Millennials — the age group born between 1981 and 1996 — have developed to be more narcissistic than previous generations. The familiar argument credits social media and ecommerce with driving the need for young people’s excessive attention and instant gratification. Although, it is true that every generation of adults seem to view the population’s youth as narcissistic.

“The children now love luxury; they have bad manners, contempt for authority; they show disrespect for elders and love chatter in place of exercise. Children are now tyrants, not the servants of their households. They no longer rise when elders enter the room. They contradict their parents, chatter before company, gobble up dainties at the table, cross their legs, and tyrannise their teachers.”

– Socrates, 5th Century B.C. Greek philosopher.

University researchers in Europe and the U.S. have been trying to ascertain whether there has been a clear increase in narcissism for the past decade, but the truth has been found to be less straightforward than common prejudices.

A study by a joint European-U.S. university research team published in Psychological Science, suggested that there was a ‘small and continuous decline’ in narcissism among college students from 1992 to 2015. A recent study led by, then University of Mannheim, researcher Eunike Wezel and due to be published in the Journal of Language and Social Psychology found that, overall, narcissism seems to decline with age.

What is clear, is that young people in our globally-connected and information-rich world do appear to be better educated and more worldly-wise than previous generations, often having more confidence and being far more concerned with climate change, the destruction of our environment and the future of our planet.

So, as our technology becomes AI first, we can hope that ubiquitous access to knowledge, education and tools to empower individual aspirations is going to be a positive thing.

On the home front, a big part of the problem with parental control is that until very recently computer systems have never been developed with the under-tens in mind: let alone the under-fives. In the past, due to the technical knowledge required and the convenient literacy barrier, software developers rarely had to take children into account. This is now changing quite swiftly.

Amazon introduced a child-focused version of its Echo smart speaker a year or two ago, with a parental control dashboard which gives parents the options to limit access, set a cut-off for bedtime and choose what Alexa skills their children are permitted to use. It also released a ‘Say the Magic Words’ skill to help teach children good manners.

Meanwhile, Google is continuing to develop the capabilities of Family Link, a parental control hub for family Google accounts introduced in 2017. It boasts features such as setting screen time limits, approving Android Apps and even the ability to lock children’s devices remotely. Google also allows parents to set up Google Home voice profiles for their children.

Both Google and Amazon allow virtual assistant users to turn-off payment features to avoid accidental Barbie doll or remote-controlled toy orders.

The arrival of AI in our homes presents new challenges for parents, not entirely unlike the arrival of the television, video games, cable TV or the home broadband Internet connection. At first parents and child experts alike will struggle to put the benefits and risks of AI voice devices into context. Many children will succeed at this faster than either one.

This story first appeared on My AI Brand (Medium)


January 28, 2020
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Our AI first world is emerging standing on the shoulders of the mobile-first world, but it will also raise its own generation of AI natives

Google CEO Sundar Pichai called it a few years ago in a letter to company shareholders, when he said that we’re all moving from a mobile-first world to an AI first world. On the face of it, this seemed quite straightforward to understand. Businesses are seeing artificial intelligence become embedded into more and more processes, with software developers making it easier and easier for companies to leverage AI across their organisations. Meanwhile, consumers are already using a wide variety of applications that are supported by AI every day, drawing on Big Data, machine learning, computer vision and natural language processing (NLP).

However, Google’s corporate strategy is also a prediction of a new world to come and a fundamental shift in human behaviour. Our new AI first world isn’t simply a world where AI is embedded into all technology, nor just a way for organisations to improve performance and save money. Truly pervasive AI will mean that there will be few human actions where AI assistance is not available and for consumers, their first touch point for any brand will be AI. The early signs of this are clearly visible today.

Businesses are already trying to make our lives easier, whilst drawing in consumers to have deeper relationships with their brands, by using AI to provide consumers with more timely and appropriate interactions, prompted by personalised recommendations and communications. More often than not though, these AI supported communications are limited to certain channels.

AI is also being used more extensively to engage and converse with the consumer, exchanging information and providing feedback, 24/7. A recent survey of 450 customer service and support leaders worldwide by Gartner found that 37 percent are either piloting or using AI bots and virtual customer assistants (VCAs).

Gartner forecast that chatbots and VCAs will be used in 25 percent of customer service and support operations by 2020, although estimates today range from 23 percent to 80 percent. However, what is clear is that companies that have implemented chatbots are reporting reductions in customer calls, email and other enquiries, which Gartner says may be reduced by up to 70 percent of pre-AI volumes.

Crucially, Gartner also points out that AI will be a major force in shaping customer self-service. In the future, AI will empower customer-led approaches to service, where a customer’s preferred option may be i) do it myself, ii) let’s do it together iii) let my AI bot do it for me, or iv) let our AI bots do it together.

Today, when most consumers think about interacting with AI, they tend to think of a device or channel such as Amazon’s Alexa Echo, or Android’s Google Assistant or the Apple and Microsoft alternatives. More and more will have experience of chatting with AI bots via Facebook, Whatsapp or company websites, and an increasing number will talk to call centre AIs when contacting their bank, telecom or other service providers.

No doubt, virtual assistants are going to be instrumental in creating our new AI first world. However, these are destined to become a utility, embedded into almost every device, process and transaction imaginable. This means that whether you are watching TV, shopping at the mall or dining in a restaurant, your first point of contact with any brand could be conversational AI.

Every business, therefore, is going to be under increasing pressure to become an AI first business, and to do so at a speed that few today are prepared to even consider, even those in the midst of that very process. So, let’s take a step back and review the case of mobile-first marketing.

The phrase ‘mobile-first’ started to gain popularity about ten years ago. In fact, Luke Wroblewski’s book ‘Mobile First’ was published in 2009. This new approach to consumer marketing strategy was taken in response to the new generation of smartphones usage, which arguably began with Apple’s 2007 iPhone launch. Smartphones, social media and new location-specific services were driving demand for mobile broadband. And, in turn, marketing started to revolve around SoMoLo engagement (social, mobile and local).

As has often been the case, marketing technology lagged behind. Mobile marketing and services were prohibitively difficult manage and integrate with online marketing, CRM and in-store retail. Mobile marketing was, a first, limited to a few mobile channels and lacked integration with the rest of the marketing ecosystem, fragmenting customer journeys.

However, over the past five years we’ve seen mobile marketing become integrated. CRM systems, analytics, marketing managing platforms, advertising media placement, software deployment and payment transactions can now all be managed using integrated tools that allow more of a 360 degree view of the business. Brands recognise that consumers are using smartphones to do product research and browse options, even as they walk around their stores, and they now have the technology to offer and integrate mobile experiences with a wide variety of channels: whether they are paid, earned, shared or owned.

The swift rise of connected mobile devices forced marketers and martech developers to create integrated, cross-platform, omnichannel strategies and solutions that allow for a more seamless customer experience and give a business a 360 degree view of communications. This is important, since — as we’re seeing today — adding new channels into marketing management systems and CRM, such as AI chatbots, is no great hurdle to jump.

Just how integrated your mobile brand experience is, currently depends on where you live. China has the highest usage of mobile payments, with a mobile payment penetration rate of 35.2 percent. Alipay, WeChat Pay and other online payment apps are popular in almost all cities in China and this year an estimated half a billion Chinese will using their mobile devices to pay in brick-and-mortar stores, restaurants and other retail outlets.

Our future AI first world is obviously going to emerge standing on the shoulders of the mobile-first world.

Google launched its answer to Amazon Alexa in 2016 and, due to the widespread adoption of its Android mobile platform, was able to make the virtual assistant available in 80 countries and 30 languages within two years. Today, Google Assistant is available on more than 1 billion devices.

So, from an AI first communications point of view, businesses can already engage with consumers across a range of AI conversational interfaces, to include chatbots, voice assistants, call centres and email. What’s yet to be developed is the interoperability that allows a brand to chat with you via Facebook Messenger, then call you via an AI call centre and then, perhaps, greet you via an AI voice assistant when you walk into their showroom: all whilst seamlessly continuing the same thread of conversation.

Technology vendors such as Amazon, Google, IBM, Microsoft and Nuance Communications are all investing in the development of end-to-end conversational platforms that allow organisations to engage in complex conversations using the same conversation agent across multiple platforms.

It’s early days for end-to-end conversational platforms, but, for example, it is already possible to develop a virtual customer assistant using IBM’s artificial intelligence platform Watson, then use that VCA to communicate via Amazon Alexa or Google. If this is developed to integrate with IBM’s next-generation call center Voice Gateway, with a little help from a cloud communications platform like Twilio, the same technology can be used to make and receive voice calls, send SMS and converse with customers via Whatsapp.

The development of these multi-purpose conversational platforms will, ultimately, give organisations the ability to create, deploy and manage conversation agents anywhere the technology exists for a consumer to interact. Voice assistants are already starting to be used in automobiles, public transport, retail stores, museums, restaurants and many other scenarios. So, why not refrigerators, automatic doors, escalators and soda machines too?

All of this means that consumer expectations for AI first services are going to soar rapidly, putting pressure on businesses to not only cover the bases, but to innovate to create engaging customer experiences. To do this, organisations have a lot to learn very quickly. AI first communication requires technology, new knowledge and skills, customer experience and, of course, lots of data.

Unlike previous waves of technology that have required users to learn about how the technology works in some detail in order to derive value from it, conversational AI makes it easy for consumers to engage and benefit from an almost infinite variety of AI supported services without ever reading a manual.

Consumer adoption is going to be fast and, as people grow weary of mobile HTML pages and typing data requests, so they going to be more open to innovative new AI voice experiences. AI voice communication will simply become the path of least resistance.

In fact, as the next generation of consumers come online, they will be growing up with AI first services. Our latest Generation Zs and their successors will grow up ‘AI natives’, with their own needs, preferences, behaviours and habits developing in tune with the new AI first world. The only respite for businesses today is that for the next ten years most of their customers will, at least, remember how to deal with them without help from artificial intelligence.

This story first appeared on My AI Brand (Medium)


November 2, 2019
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Do brands need AI avatars of themselves? Last week at London’s One Young World Summit, Biz Stone co-founder of Twitter and Lars Buttler, CEO of San Francisco-based The AI Foundation, announced a new concept they called ‘personal media’ and claimed that artificial intelligence is the future of social change. The Foundation is working on new technology that Buttler says will allow anyone to create an AI avatar of themselves, which would look like them, talk like them and act like them. Empowered by AI avatars, people will then be able to, potentially, have billions of conversations at the same time.

So, what does this new kind of AI communications mean for brands?

Continue reading this story on Linkedin


October 31, 2019
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Twitter co-founder Biz Stone and Lars Buttler, chief executive of San Francisco-based The AI Foundation, introduced a new concept of ‘personal media’, enabled by artificial intelligence at last week’s One Young World Summit in London. The company is developing technology to allow anyone to create an artificial version of themselves to represent their interests anytime, anywhere. These personal avatars will look, sound and act like their creators.

According to the Stone and Buttler, just as the world moved from the mass media era to the social media era, it will now begin to move into the age of ‘personal media’.

Continue reading this story on The National.


September 25, 2019
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Despite the proclamations of enhanced customer experience, much of the interest and deployment of chatbots today is driven by cost savings. Customer service departments and the CFOs that approve their budgets have an opportunity to significantly reduce HR costs and add a new service that also has the prospect of being a revenue generator.

However, there are good reasons why large companies replacing human customer service with an automated customer service agent should consider chatbot projects as brand and customer experience initiatives first, and not simply a software roll-out.

Continue reading this story on Linkedin.


August 29, 2019
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Many companies have discussions about their brand’s personality, whether brought on by a brand development exercise, or the question of how their brand comes across in TV advertising or, perhaps, how it is seen and heard on social media. Is the brand playful or serious? Traditional or nonconformist? Conservative or outrageous? Does it have a sense of humour?

Often these personality attributes remain somewhat latent. Companies that see their brands as risk takers or eccentric, often find that they don’t particularly want to broadcast the fact for fear of upsetting their conservative customers. Likewise, marketers who feel that their brands can have a little bit of fun on social media, because it is expected of them by other social media users, often don’t use the same sort of fun persona for other communications.

So, where does this all leave us when it comes to conversational marketing?

Continue reading this story on Linkedin


January 15, 2018
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After a decade of brands being tried and tested by social media, another new medium is set to challenge brand integrity: AI-powered voice technology. This new voice-controlled world will not only test brand differentiation, but also how enduring a brand’s relationship is with its consumers.

A new medium is set to challenge brand integrity. A disruptive force that could wreak havoc on carefully crafted communications guidelines and brand management methodologies: voice technology. The rise of voice assistants, voice-controlled devices and 24-hour a day, on-demand voice content is going to stretch even the most agile marketing organisations as they are forced to re-examine what their brand’s tone-of-voice really means to them.

This is a new world where your computer, mobile, home electronics, home automation, security and even your car are going to be voice-controlled. From a consumer point of view, this means that , in the near future, product discovery, pre-purchase research, second opinions, price comparison, buying transactions, user manuals and after-sales service will all be enabled by voice automation, voice content and AI-powered voice.

Continue reading this story on the Spot On blog.


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