Humans, let’s join the resistance!
The Consumer Electronic Show has just ended in Las Vegas. This unmissable event, which brings together the best in consumer technology, leaves us, as it does every year, both amazed by so much ingenuity and doubtful about the emptiness of certain inventions. We tell ourselves that we humans still have a bright future!
All-purpose robots
From the toilet paper robot (Charmin’s) to the shower head that you can talk to to regulate the water temperature (Moxie Showerhead), not to mention an invention that smacks of our country, the robot capable of learning how to scrape (Roboclette), there are many wink-wink applications that hide learning capabilities (AI + machine learning) within them.
Augmented humans
Other inventions, in the advanced stages of research, are confusing and fascinating: larger-than-life avatars can simulate emotions, learn, memorise contextually and hold conversations involving emotions, hesitations and humour (NEON + Spectra project). In the age of deepfake, which requires us to look twice at the video of a public figure, we will also have to get used to conversing with “Canada Dry” interlocutors: human-looking, human-behaving, but not human…
Sorting out the real from the fake…
Whether on a personal or corporate level, authenticity is more than ever a refuge value: it is reassuring to have real people in front of you, with real experience and able to share real experiences while demonstrating genuine empathy. It is beneficial to be able to share the same field of thought and values, it is good to observe certain aspects of the character and therefore to appreciate what makes the charm and personality of the person you are talking to.
Thus, it is experience and imperfection that give the human being or the company a unique and distinctive dimension. Whether being a question of history (their background) or storytelling (their differences and aspirations), our interlocutors don’t just store data, they are truly alive…
Let’s refine the affinity
Today, in the age of virtual assistants (Siri, Alexa, Cortana, Bixbi…), artificial intelligence and machine learning, brands are coming to terms with the fact that their customers appreciate being considered as a real person and not as a new sales opportunity!
The heart has its motives…
So, when it was enough to cultivate Brand Equity (perceived added value of the brand) or to favour Brand Loyalty (rational decision linked to the knowledge of the brand), it becomes essential to think Brand Affinity (affinity to the brand)! Brand Affinity draws its strength from subjective connections and is a more powerful strategy: people make decisions based on their emotions…
Emotions, a great opportunity
The world of emotion and empathy represents a real opportunity for your company. Not only to guide your marketing and communication actions with your markets, but also, and perhaps above all, to involve your employees in an in-depth approach where the sincere involvement of each person will make the difference in the sensitive relationship with your customers.
It is time for humans to enter into resistance!
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