These forms of “communication” allow users to search for things they are interested in with their voice, without consulting a screen as they would have done in the past. As AI, artificial intelligence, becomes increasingly accessible to consumers technology seeks to become a more integral part of our lives and not a “separate” entity that we physically consult. This switch to less device heavy marketing will constitute a monumental shift in advertising. AI is now storing incredible amounts of data that is being integrated more and more with consumer technology, especially voice assistants. The information that has been accumulated for years is now being utilised in the consumer’s present day.
Contextualisation is already built on the premise that proposing ads that are relevant are more welcome and unobtrusive, which means that on any given platform you will most likely only see what is relevant to you as a consumer. So personalisation must follow this example in order to create the story telling environment that is so crucial in order to generate respect for a brand. No one wants to see an add for their favourite shoe brand, however loved (!), when they are viewing a page on a piece of news that is communicating the latest on a natural disaster, for instance.
Personalisation must go hand in hand with contextualisation, in this sense, in order to be credible and trustworthy. Knowing when and where is appropriate to provide the customer with knowledge about those new shoes is key to the ad’s success.
“When you keep seeing adverts on the latest BMW but can’t drive, it has no relevance and as a consumer it’s a waste of time that can be disruptive” says Co-founder of Vertis Media, Laura Cioffi.