Over the last 30 years, the world has seen astonishing technological change. Now, we have all the information we could ask for in our pockets, and all the variety in the world when it comes to brand choices and how to engage with them. Tech has, and will continue to, revolutionise the world. But on the brand side, are we using it in the right ways?

What is it for?

There is an expectation now from customers that technology will play a big role in their brand experiences. But when it comes to integrating tech into those experiences, there has to be a real thought into the purpose it’s there to fill. Is tech being brought in to save time, money and effort on the brand side, or is it there to actually enhance the consumer experience?

As consumer expert and retail consultant Peter Cross puts it, “technology is at the service of humans. And if it isn’t doing anything that’s making your customers super delighted every single time, then what money are you saving?”

Staying human-centric

According to PwC’s ‘Experience Is Everything’ report, 74% of consumers worldwide say they want more real people to interact with, even as technology improves. While tech has become ubiquitous in our lives, there appears also to be a growing belief that the best way to get to the bottom of a number of issues quickly is human interactions. That’s what makes people feel closest to the brands in their lives, and it’s something that we surrender at our peril.

These questions are particularly important as we veer towards the age of AI. More and more use of AI is an inevitability, and its possibilities are enormous. But when it becomes integrated into experiences, the framing must be around what it means for the people who use it. Is it there to improve their experiences and help craft closer bonds with them, or is it just there to spare the budget sheet for the next quarter? Without that framing, we’re stuck in a cycle of tech not working for us, and us working for it.

We cover this and more in our report, ‘Human Connection: The Beating Heart of Resilient Brands’.