Artificial intelligence or real experiences?


Why the actual is fighting back against the virtual.

Over the last few weeks, I have read, heard and watched lots of predictions for the year ahead – the media and communications industry loves a prediction at this time of year.

These predictions typically morph into a few meta-themes and for 2017, most were centred around the ever-tighter grip that technology will exert over our lives, both professionally and personally.

Artificial intelligence, machine learning, virtual reality, chatbots …. unbelievable and exciting advances in technology helping us to automate just about everything.

But whilst most predictions foreshadowed ‘traditional’ media coming under increasing pressure from the overlords of automation, I did detect something else. A mention here, an aside there, maybe even the odd demi-prediction.

A recognition that the more our lives are dictated by technology, the more important it will be to ensure a human counter-balance. Focusing on ‘real’ rather than ‘reality’.

Journalist India Knight touched on this theme recently in an article where she talked about the growing appeal of analogue – tangible things we can touch and feel.

I’d argue that this is an increasingly important consideration for media owners in 2017.

As they see their world increasingly driven by algorithms, predictive analytics and programmatic delivery, what price their brand?

How can they ensure that the previously strong bond between reader/viewer/listener and media brand is still recognised and rewarded, rather than being steadily eroded as their audience is packaged up and traded as an impression-based commodity?

One way is for media brands to find additional offline ways to touch their audience when they are spending time away from their various screens.

For them to let the audience experience their brand in ways that are real, distinctive and unforgettable. To do things that no other brand could do in quite the same way and in so doing, to reinvigorate the unique bond the brand has with its audience.

This theme was certainly present in several predictions for the year ahead across different media brands and channels, suggesting it is worthy of serious and renewed consideration in 2017.

Everything from cinema operators providing front-row exposure to live experiences including theatre, opera and ballet; magazine publishers bringing their brands to life via exciting new consumer events; newspaper publishers building membership programmes giving readers access to their journalists, radio stations staging exclusive concerts; or TV stations offering behind the scenes tours.

Much has been written about how consumers, especially millennials, value experiences over possessions. Indeed, a recent US research study by Harris Group found that 72% of millennials prefer to spend more money on experiences rather than on material things.

And in the business world, corporate anthropologist Michael Henderson talks about how people crave personal interaction – his research suggests that it is high-touch, not high-tech that drives loyalty.

Extending this thinking through to the world of media, it highlights the importance of media owners continuing to nurture and build real-world experiences for their brands and channels to help drive differentiation, engagement and loyalty.

In the rush towards greater digital efficiency and automation, media owners can, and should still do plenty to reinforce the strength of their brands by maintaining an active and innovative presence in the offline world where people live their lives, cherish meaningful relationships and crave new experiences.

Well, that’s my prediction, anyway.

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