As generative AI (GenAI) reshapes consumer behaviour, brands must evolve as consumers increasingly turn to AI advisors for purchase decisions. Companies must ensure transparency, protect consumer data, and optimize content for AI discovery to maintain relevance and credibility. Leading brands are already using AI to simplify decision-making, reduce friction, and strengthen loyalty. Personalization is key—consumers expect AI to recognize their preferences and deliver human-like interactions. Bot-to-bot commerce also continues to grow, so traditional marketing must be supported by fact-based, AI-friendly content. In the age of AI, successfully engaging consumers relies on blending technological efficiency with authentic human connection.
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