Did you ever have a family member who could predict the weather because their knee acted up? Or a best friend who could finish your sentences, and knew exactly when a Caramel Macchiato was just what you needed to pick up your spirits? Well, you may soon be looking at a mechanised version of that mate or auntie soon enough.
According to AdWeek, the demand among consumers for near-instant gratification is pushing innovators to explore ways they can use voice technology to empower predictive consumption. For example, your washing machine could order laundry detergent on your behalf when supplies are getting low—even before you notice a drop in levels yourself. Or a taxi company could instantly adjust your collection time for an airport transfer in your digital diary, based on live traffic conditions.
Taking this a step further, the washing machine could learn whether you prefer value or high quality when selecting your detergent, and search for your purchase based on price or effectiveness considerations.
This is about taking the requirement to “ask” for something and removing that step in the chain, so that things are simply brought to the consumer, thus erasing the friction of needing consumer input.
Steps have already been taken over the past year to bring us closer to instant gratification consumption. Amazon’s Prime Now and Dash buttons are two such innovations, requiring a mere scan or click of the button to secure goods at a rapid rate. But this still needs a customer action to complete.
We have seen the ways that predictive technology and machine learning affect the experience business. At Adobe, Sensei is at the heart of what we do to help customers learn and innovate everything from their programmatic advertising targeting and optimising, through to way they evaluate their web presence to make the steps from search to purchase faster and easier to complete. Isn’t it time the everyday home experiences the same ease and convenience (and that the marketer steps up to take advantage of this)?
What impact do you think predictive technology will make on your business? Are you taking steps to take advantage of instant gratification demands to meet the needs of your consumer base?