We’ve been talking about the impact of AI and voice first technology (Alexa, Google Home, Apple Homepod) a lot in The/Shift lately. Why? Because it simply can’t be ignored.
In the US, one in five adults has access to a “smart speaker” and in Australia it’s said that usage will increase by more than five times this year – this will cover 23% of the population.
It won’t be long until voice first technology will encompass every aspect of our lives.
The thought of this will either be making you feel queasy or excited about the assistance that will soon be so readily available. Either way, as marketers we need to put our personal opinions aside and find a way to start working with voice first technology and AI.
How marketers can start leveraging from AI.
The more AI is integrated into our lives, the more we are likely to crave these interactions that only humans can offer. In retirement and aged care what AI misses is emotion, humour and intuition.
This is likely to drive people to want brands to be “real” with them. The power of storytelling is undeniable – it’s a way brands can communicate to their audience that AI will never be able to do.
The number one goal is to connect to customers on a human-centered emotional level. Instead of promoting the latest fit-outs, facilities, gadgets or service offerings from your village or aged care home.
Jill Donaldson of The Donaldson Sisters says I’s not the ensuit bathroom that matters in the care facility, it’s the quality of the “touch and feel” of the staff. You can’t explain that with AI/voice first.
Check out this new social media campaign from Whiddon Group focusing on their residents’ quality of life. Instead of giving information about their product (which is what smart speakers can do) they tell the story about how their offering positively impacts people’s lives.
Over the next few months they will roll out the following storied via their facebook page.
Active ageing
The art of ageing
Live your best week
Connected care
Creature comforts
