How Comfort Is Becoming More Important Than the Brand in AI

All of the large technology companies are currently competing for the best

personal assistant. The field is lucrative as people with a personal assistant

will spend even more time on their mobile and thus both income from

advertising and device sales can increase. The search for keyword terms, via

Google for example, will presumably disappear in the long run in the scope

of this development. Instead of that, purchasing decisions will be made in

conversation with the digital assistant. Product recommendations in social

networks may also lose significance. It is probable that products suggested by

the persona assistant are a better match for the users than ever before, as the

persona assistant avails of a larger amount of information than what personalised advertising is based on. If more products are presented to the consumers that are much more tailor-made to his or her needs, it is probable that in

sum, more products will be consumed.

For a brand or a company to be successful in the future, it is thus important that the respective products and services are taken into consideration by

the personal butler’s algorithm. If a user then wants to order flowers, book a

hotel or buy a coat, the personal assistant will only consider those companies

that are present in the network of the algorithm. For personal assistants of

Google, on the other hand, the ranking of the results in the Google search

can play an important role. In the future, the focus of customers will be less

on the brand than on convenience. This means that companies that understand how to be connected to the relevant personal assistants will win.

Amazon, for example, could soon offer own labels via comfortable ordering processes without having to surrender margins. The first step in this

direction is the Amazon Dash Button, a button that is placed on devices to

order goods to be refilled at the press of a button such as washing powder

or toilet paper, which was introduced in 2016. The team behind Viv 1 is still

trying out various business models, but one could involve a processing fee

for every enquiry.

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