WEBVTT

1
00:00:02.909 --> 00:00:08.220
We are regularly hearing about the impact that AI has on our lives, at home, at

2
00:00:08.279 --> 00:00:14.250
work, where have you. And our aim was really to unpack what does this mean then for

3
00:00:14.309 --> 00:00:20.010
how consumers are discovering brands, processing information, and adjusting their

4
00:00:20.039 --> 00:00:24.780
behavior as a result. And then, of course, subsequently in our line of work, what

5
00:00:24.839 --> 00:00:27.239
does that mean for brands themselves?

6
00:00:27.631 --> 00:00:32.579
The methodology for this research consisted of three parts that we ran with PA

7
00:00:32.669 --> 00:00:38.250
Consulting, a quantitative analysis and survey, qualitative interviews with leading

8
00:00:38.429 --> 00:00:44.339
AI experts, and finally, a ethnographic media diary session where we

9
00:00:44.459 --> 00:00:50.429
provided digital journey prompts to consumers and allowed them to tell us how they

10
00:00:50.459 --> 00:00:52.199
would go about fulfilling those tasks.

11
00:00:52.261 --> 00:00:57.750
It allowed us a comprehensive view with the exact same task to see the myriad of

12
00:00:57.810 --> 00:01:03.449
ways that a consumer will approach decision-making, planning, or execution.

13
00:01:05.520 --> 00:01:11.309
As AI compresses steps and shifts what we typically consider

14
00:01:11.369 --> 00:01:17.339
as a linear path to discovery, we've seen a whole new web where consumers

15
00:01:17.459 --> 00:01:22.799
are putting in their initial inquiry, refining a list through the help of their

16
00:01:22.859 --> 00:01:27.899
choice AI search engine, and then bouncing back and forth between the open internet

17
00:01:27.989 --> 00:01:31.259
and AI to validate, verify, and check.

18
00:01:31.319 --> 00:01:34.289
So you're looking for a new restaurant in New York City.

19
00:01:34.349 --> 00:01:36.119
You search top restaurants in a certain neighborhood.

20
00:01:36.179 --> 00:01:40.409
Then you go and read a review on "The New York Times." Maybe you go to social media

21
00:01:40.469 --> 00:01:42.120
to see what their latest dishes look like.

22
00:01:42.330 --> 00:01:48.271
It's a back-and-forth continuous journey that really crisscrosses.

23
00:01:48.330 --> 00:01:54.059
These insights are important for marketers because in the age of AI, brand building

24
00:01:54.149 --> 00:01:59.219
is now essential. Brand building is the investment that makes every other

25
00:01:59.310 --> 00:02:05.159
investment work harder. As AI homogenizes information for consumers, the

26
00:02:05.250 --> 00:02:10.049
value of distinctive environments becomes that much more important.