Predictions are, in the near future, we will each have a personal assistant with artificial intelligence (AI)1 that runs our life. It’ll order household items before we run out, book social engagements, reminds us of upcoming events and related purchases (like birthday gifts, a bottle of wine for the hostess, or a new outfit to wear to the party).
More elaborate predictions have the AI constantly searching for better deals on services like vehicle sharing, archery lessons or landscaping services. It’ll sample the news wire for updates on unhealthy foods or ethically produced music, keep up to date with product reviews (posted by other people’s AI personal assistants) and use this collected wisdom to amend our purchase decisions (which the AI made in the first place, so we won’t even know).
This got me to imagining the end of marketing as we know it. No more emotional buying decisions. Every single purchase would be made with the maximum amount of data and, hopefully, solid facts.
Why would an AI be interested in brand loyalty? An AI would access all available information to determine if the latest version of a brand name item delivered on the quality expected, and if not, find another brand that did. Far fewer buying decisions would be based on the logic ‘I’m buying Apple because Apple makes good technology’. Your AI would buy Apple if there was proof it was the best available technology. And the proof would come from objective tests and the unbiased reports of AI’s everywhere (because why would an AI lie?).
Trickier is image, prestige, lifestyle or that thing where you buy a certain brand because it reflects who you want to be. Would your AI get that, have the same image of you as you do? That you wear a certain type of sneaker because people who share your values do.
Then there’s the ability to forget things you prefer to forget. Like booking a dentist appointment because you don’t like going to the dentist, so putting it off another month would be fine. Would your handy personal assistant let you do that? The dentist would be happy if you came back more often, so the dentist’s AI would encourage yours to book, maybe offer a discount. The same rationale could apply for the vet, furnace cleaning, arranging a visit to those relatives you find tedious, getting the oil changed in the car you jointly own, and a few dozen other things that fall into the category of adulting ( willingly doing things you know are good for you but are unpleasant, no fun, boring etc).
Then there’s retail therapy. Could your AI pick out the perfect new sweater for you, when you don’t need a new sweater and can’t afford it, but accidentally yelled at your boss, spilled milk on your toddler, and got a ticket for not going through a green light all in one day?
Is having an excuse to get out of the house a thing any more? Shopping used to be a good neutral destination that always worked if you needed something to do or to get away from the humans you lived with. You can’t get your AI to do that for you. Unless it pretends to be your friend who has to meet you at the mall.2
There will always be new ways of doing things. But humans are humans. We learned to live much of our life online, but we shop for more reasons than to get stuff. We also forget things on purpose. We act on our emotions because that’s what makes us human.
I think I’ll sneak out of the house, tell my AI personal assistant I’m on my way to the dentist, then cancel the appointment so I can go shop for stuff I don’t need, but want.
1Purchased from a large tech company and embodied as a hockey puck-size matt silver thing that sits on the kitchen counter.
2If this sentence doesn’t make sense to you, please review a TV show or movie from the 1970’s for context.