by H. James Wilson, Paul Daughtery, and Nicola Morini Bianzino
Harvard Business Review – June 27, 2017
In the world of marketing, brand anthropomorphism can be a powerful mechanism for connecting with consumers. It’s the tactic of giving brand symbols people-like characteristics: Think of Tony the Tiger and the Michelin Man. Today some companies are taking brand anthropomorphism to a whole new level with sophisticated AI technologies.
Consider advanced chatbots, like Apple’s Siri, Amazon’s Alexa, and Microsoft’s Cortana. Thanks to the simplicity of their conversational interfaces, it’s quite possible that customers will spend increasingly more time engaged with a company’s AI than with any other interface, including the firm’s own employees. And over time Siri, Alexa, and Cortana, and their individual “personalities,” could become even more famous than their parent companies.
The implications are numerous. As chatbots and other AI technologies increasingly become the face of many brands…