For generations, advertisers have been trying to get people to notice and buy their products. But what happens when advertisers need to reach something that isn’t a person?
That’s the question media agency Kepler is trying to answer with its new software, Kip AIR, created in response to the rise of AI shopping assistants. These assistants take a variety of forms, ranging from shopping-specific AI apps to in-app assistants on commerce platforms to catch-all LLMs like ChatGPT.
Regardless of the type, however, their role is the same, said Kepler’s chief creative officer, Camm Rowland, which is to help consumers “discover, evaluate and decide what to buy.”
Sticking to the facts
With the “cultural change” in how people shop and do research comes the need for brands to tailor their marketing not just to humans but to AI, Rowland said.
A machine can’t get a catchy product jingle stuck in its head or nostalgically recall its mother’s favorite cereal brand. And so advertisers will have to get creative (or, perhaps, less creative) with their messaging.
Kip AIR allows brands to determine the best way to organize their product data “in a way that’s intentionally for machines,” Rowland explained. It does so, he said, by revealing “how AI models perceive a brand, what’s driving that perception and how brands can increase their likelihood of surfacing.”
In other words, machines are moved by data, so to speak, not ad creative.
Rowland emphasized the hyper-objectivity of AI. Using its knowledge of a consumer’s individual needs and preferences, an AI shopping assistant can quickly provide ideal product suggestions based on customer reviews, specifications, price comparisons, expert opinions and third-party content.
It can also ask customers follow-up questions about which product features they value most.
A creative juncture
It’s understandable that many creative production shops and agencies are concerned that AI is coming for their livelihoods. We’re already at a point where brands can get more-than-serviceable video and static ad creative by simply tossing a handful of prompts into an AI.
But the rise of AI shopping assistants is “not devaluing brand creative,” Rowland said.
And AI doesn’t make the final purchase decision (at least, not yet). As objective as AI platforms can be, there is no one single answer as to which product someone should buy. The final decision comes down to a consumer’s individual preferences – which is why brands still have to invest in driving awareness.
If brands don’t “resonate with people on an emotional level,” Rowland said, consumers will be less likely to opt for their products when presented with an AI’s recommendations. Purchase decisions often come down to which advertiser did the best job “building salience in the mind of the customer.”
But not all industries will be affected equally when it comes to the adoption of AI shopping assistants.
Brands with a particularly tech-savvy customer base, for instance, will be more likely to see a sharp uptick in shoppers using AI assistants, Rowland said. Those brands will want to put a particular focus on appealing to AIs without sacrificing the creative they already have.
Creative is still king when it comes to best marketing practices. It just might have to get used to sharing the crown.
