Marketers Caught in an AI Duel
Interactivity – a simple cognitive function that sets humans apart from other beings is slowly becoming the preferred tool for technological giants to ascertain market dominance. They are trying to imitate empathy and moral reasoning to replicate the richness of human interactions. These nuanced technologies can ultimately hold power over humans and how they perceive communication with machines. OpenAI and Google’s recent announcements regarding their advancements in voice and audio technologies are hinting at a distinct future in this regard. This would also open a whole new world of possibilities for marketers who want to meet the customers when they are the most receptive. From Chats to Conversations Redefining Search Marketing From Disturbance to Disruption A Modern Tech War
Until now, people have only been chatting with online search tools – sending in a query and getting jacketed responses. There is no role of human emotion involved in the whole process. However, OpenAI and Google’s advancements in their AI tools are changing this. The tools can analyse facial micro-expressions, body language, and contextual cues, giving an insight into complex human emotions. Their enhanced multimodal capabilities can understand and process text, audio, and visual inputs simultaneously, facilitating active conversations between humans and machines.
For brands trying to make that next big sale or get on top of the customers’ minds, these advanced tools mean better control of their communication strategy. With better understanding of the emotions and moods of the audience, they can modify strategies to reach out to them when they are the most receptive.
As per Sahil Chopra, Founder & CEO- iCubesWire this shift “could impact search marketing by requiring brands to optimise for AI-driven search tools, diversifying their online visibility strategies.”
He adds that the new advancements can have an impact on voice search as well, which is struggling to find its footing in the market, “Voice search has not taken off the way people expected it to, largely due to complexities in dialect, accent, and cultural nuances that vary from one region to another. If this is addressed, then it unlocks several opportunities. For instance, optimising content for voice searches about insurance policies can help reach a broader audience, including those in rural areas who might prefer voice-over-text interactions due to literacy barriers.”
Along with facilitating search prowess, the new advancements can help marketers create more personalised, conversational, and relevant content for viewers. This is especially good for the Indian market, where diverse linguistic and cultural nuances play a crucial role.
While the latest technologies emerge from both the spaces – OpenAI and Google – the industry also mulls if this could have a lasting impact on the latter’s hold over the web search industry. Dominating the global market, Google handles over 90% of worldwide search queries, making it the most widely used search engine.
Google uses sophisticated algorithms to provide search results, a list of hyperlinks pertinent to queries. OpenAI, on the other hand, gives concise, AI-generated summaries instead of these link lists, leveraging Microsoft’s Bing technology.
Ghoshal feels that OpenAI’s multi-modal capabilities are the biggest threat to the supremacy of search engines like Google, “Search engines continue to dominate the Indian markets, shaping how users discover and access information online. Having said that, AI platforms are increasingly gaining momentum amongst young customers due to the introduction of multimodal AI assistants that can process voice, text, and visual inputs. If these assistants gain widespread adoption, they could become the primary gateway for users to access information, bypassing traditional search engines.”
However, he also reckons that the competition between the two AI technologies could drive innovation in user-friendly search experiences, benefiting brands that adapt quickly to leverage AI capabilities effectively.
For the marketing community, there lies a sea full of opportunities that can benefit them to a great extent. It does not matter what platform they rely on to find the result of their queries about these changing technologies but they need to be present on both sides to make the next marketing move.
Tags : #e4m #marketing #Google #advertising #AI #OpenAI #marketingtools