AI will evolve from customer engagement tool to brand ambassador. As an example, Airbnb’s plan to create an ultimate concierge using GamePlanner.AI signals the move toward assistants that go beyond answering basic queries. These bespoke advanced AI systems will offer personalized experiences that feel more like interacting with a knowledgeable brand representative than a standard chatbot. The trend could be encouraged by the 77% of consumers in the US and Europe who say they’re either very or fairly comfortable with AI being used to make chatbots more helpful, per an Adobe and Econsultancy survey.

Virtual shopping assistants are getting generative capabilities. AI assistants like Amazon’s Rufus are being rolled out to answer product questions, offer comparisons, and make recommendations. Future iterations may offer more nuanced, real-time product comparisons, provide more personalized suggestions for complementary items, and anticipate customer needs. However, their ability to enhance the shopping experience will depend on both technological advancements and consumer willingness to engage with AI-driven tools.

We’ll see deeper AI integration with AR experiences. As Walmart demonstrates with its AR showrooms, the next step will be integrating conversational AI into these immersive environments. Shoppers may interact with AI assistants within virtual storefronts, getting real-time advice as they virtually try on clothes or arrange furniture in digital homes.

What does this mean for marketers? The integration of advanced AI into brand interactions will require marketers to work closely with AI teams to ensure that these systems accurately represent brand voice and values. Marketers will need to find ways to effectively combine AI-powered customer service with human-provided support by creating a consistent customer experience across channels, whether a customer is talking to an AI chatbot on a website, using a mobile app, or conversing with a human representative.

Read the full report, Tech Trends H1 2024.