Are consumers not attracted to AI alternatives?


Kushal Sanghvi, Advisor to Niti Aayog, Former Head of India SEA, CitrusAds, an auction-based advertising platform

There is a lot of buzz around AI these days. Having said that, every other company is trying to build its own platform. For Meta, the advantage is that it has a huge user base on its social networking platforms such as WhatsApp, Facebook or Instagram, especially in a country like India. Even today, there are millions of people in the country who don't even know what AI is. The opportunity for Meta is that with its AI integrated into its social media platform, it can enable a lot of its users to try their hands on AI tools and perhaps familiarise themselves with new technology.

For new users, especially those in tier-2 and beyond, this is their first chance to experiment, and maybe move on to other AI tools available in the market. The AI ​​war has just begun. You have Google, Microsoft, and other companies, and the advantage always lies with the power of abundance. We should also not forget that AI has been around for a long time now. Tools like Semrush (a SaaS platform used for keyword research, competitive analysis, site audits, backlink tracking, and comprehensive online visibility insights), HubSpot (an American developer and marketer of software products for inbound marketing, sales, and customer service) have been used by the industry for years.

There might be millions of other companies trying to come up with their own AI technology stack as well, but the fact is that with time, AI will become more important and integrated into our everyday lives.

Sajal Gupta, chief executive, Kiaos Marketing, a digital marketing consultancy

When you look at Meta AI, it is built in such a way that it leverages various assets available in the Meta platform. This is the clear advantage that Meta AI brings over any other platform. It also offers a certain number of features that enable marketers to virtually interact with the consumer. It also brings marketers beyond advertising into areas such as customer service. Proper optimization of AI can dramatically improve brand-consumer engagement.

Customer service bots existed before any of these platforms even existed. But, integrating those bots into other mediums like WhatsApp chat required a separate layer of technology. With Meta’s AI, the integration is seamless without the need for any further development. More than just customer service, a brand can also have informative conversations with consumers. For example, companies can start disseminating a certain amount of content among their users.

As far as consumers feeling any kind of fatigue from AI is concerned, the most important thing is to integrate AI into your toolkit so seamlessly that it feels as natural as possible. From a consumer perspective, if the tools are implemented well, the experience will only improve.

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