Zero Search Marketing: When AI predicts your needs

With the emergence of Artificial Intelligence, the techniques marketers use to reach consumers have changed considerably. Technology is evolving faster than ever. Marketing that once hoped that customers would come searching for products has evolved to a ‘zero-search marketing’ model. Now, AI is predicting exactly what needs to be provided to the consumers even before the consumers realize the need to check for it.

AI knows it all

With how advanced the AI industry has gotten; it no longer focuses only on numbers. Now, it actively learns and attempts to predict what a person may need. With the right algorithms and ongoing data, especially data that includes browsing patterns, shopping history, social media activity and even geographical location, AI can make a personalised understanding of the user.

Just like how people have Netflix series or movies recommended to them based on their past watch history, or how Spotify somehow figures out the user’s playlist, the same kind of intuition gets applied to daily lives where grocery shopping, travelling, healthcare and even household items are concerned. That is the mark of zero search marketing.

How it works

Imagine receiving a notification saying, “You are running low on coffee. Would you like to reorder it?” or “Here are some destinations for the long weekend you have coming up based on your travel history and the current weather.” Getting travel and grocery suggestions has never been this easy.

Companies like Amazon are already experimenting with ‘predictive shipping’ wherein it anticipates your order even before you finalize and hit the ‘buy’ button. Also, virtual assistants like Alexa and Siri are not only responding to commands but are also offering timely proactive suggestions.

Consumers happy, Brands happier

For businesses, it helps build stronger customer bonds by giving quick useful help without being forceful. It also makes stock control better, reduces wastage and shapes marketing strategies to fit what customer wants. 

For consumers, it brings a fresh way to purchase things. Products and services show up right when you need them. This saves time, stops endless browsing, and makes choices easier, thereby making life more convenient.

Cost to privacy

With great predictions comes great responsibility. The question here is how accurate is too accurate when it comes to predicting behaviour? Is it possible to collect too much data? Where do we draw the line? How do we ensure that it is not misused? What is the cost to privacy?

It is important for people to have full control over what information is collected and how it’s used. AI’s role should remain on the useful side and never cross over to the creepy side. Every system must have baked-in transparency, choice, trust and ethical measures.

Road ahead

The marketing strategy that relies solely on AI algorithm-driven insights for targeting is already in place. With advancements in AI technologies, we can expect even wider adoption of this concept. Companies adopting intelligent and ethically-guided AI will find themselves at a competitive benefit.

This change has a larger scope than technology. It also focuses on the way brands interact with consumers and vice versa, eliminating irrelevant clutter and focusing on precise, well-timed connections. AI has the potential to create a world where companies that anticipate fast-shifting market demands will be able to use speed to their advantage.

AI-fueled marketing strategies are already in place. The question is: are we prepared to embrace it?

This article is penned by Jaspreet Bindra, Co founder, AI&Beyond

Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.