Miami-based direct sales and marketing specialists F.A.S.T. Global Marketing have questioned whether the push to progress artificial intelligence (AI) and automation is being done at the expense of personalized consumer experiences and privacy.
According to an article posted on the website of the American Marketing Association, AI can – and already is – helping customers proactively solve problems and anticipate issues. F.A.S.T. Global Marketing are hesitant to pledge their full support behind such claims.
The Miami-based firm claim to be all for the continuous development of innovative technology – as long as it personalizes and improves consumer experiences. However, until it can be proven that digital experiences can surpass the deep emotional connection achieved from face to face interactions, the firm are wary of supporting technological advances like Microsoft’s pursuit of empathy and emotion detection software.
Their direct marketing approach allows them to develop long-lasting and personal relationships that clients desire between their brands and the target consumers. It is because of this that they feel obliged to commend on the current outlook of AI, and its potential relationship with the consumer experience.
“AI will shape future consumer experiences with companies and services – there’s little doubt. However, will it actually improve said experiences? I feel like at the moment AI will just make them more automated and manageable – not more personal. We’ve seen first-hand how some consumer trust has been lost in terms of handing over their digital footprint to companies, and it’s understandable,” states President of F.A.S.T. Global Marketing – Tofiq Bolwala.
AI is still a growing entity, and the firm believes it remains to be seen how companies are going to use it, and with what intentions. Indeed, F.A.S.T. Global Marketing believes that at some point consumers will have to decide between receiving a deeper digital personalization or protecting their privacy. The firm’s concern is that some customers have lost trust in brands because they’re giving up privacy and personal data.
F.A.S.T. Global Marketing is an outsourced sales and marketing company specializing in creating personalized, high-quality services results for their clients and their consumers through face-to-face acquisitions and advertising.
“For AI to work to it’s rumoured potential, it’ll be essential to build programs that are transparent, secure, and consistent,” concluded Bolwala.