‘You normally order dog food around this time; shall I order some for you?’ If Alexa has asked you this question recently, have you ever considered that it’s using your AI preferences and monitoring your behaviour to create a push alert to buy? Then, it will re-order your last order or choose an alternative product for you from Amazon. Another example is when you have a Smart fridge ordering milk because it knows you are about to run out and the weekend is coming, and you have hungry mouths to feed!
Our point here? If you’re still focused on B2C and B2B, you need to start thinking about B2AI.
Don’t be late to the game. Start now
Our use of AI has exploded from just say recommendations on Netflix or tools to help us correct our spelling and grammar, like Grammarly. There is a significant shift driven by the increased autonomy of AI systems interacting with one another – and this will only grow. To remain discoverable and relevant in this AI-driven ecosystem, you need to rethink strategies and adapt to the emerging B2AI paradigm. How is your AI already talking to other AI, and what does that mean when personal interaction is taken out of the process? Start thinking about how you continue to remain relevant and discoverable to AI with so much noise around. Be as optimized as possible.
Google is exposing your paywalled content
Google crawls your site and indexes all your content, including articles and books. Publishers give permission for Google to crawl all their content – not just open access articles, but paywalled articles. Now, when you search on Google, it creates an AI summary using these articles and other available content. This has its ethical considerations as to whether it infringes copyright and what your overall objective is – is it to drive usage to your website, so your link needs to appear as a credible source? Or maybe it’s to improve citations and article impact, so any additional coverage and inclusion of your article in the references is OK. If you want to stop Google from doing this, apart from having a separate agreement (which very few are doing), it is tied to them indexing your whole website, so it’s all or nothing at the moment.
Key considerations for B2AI Marketing
Understand the implications of AI-driven decisions
In the middle of supply and demand is your market, and that is where marketing comes in, connecting the two – regardless of how you connect. Marketing has always been about creating and maintaining relationships, but now, these relationships may not always involve human decision-makers. AI systems are increasingly handling tasks like inventory management and product recommendations autonomously. You need to optimize for AI algorithms, ensuring that your products and services are visible and accessible to other AI entities, which involves tailoring data for machine consumption, not just human interpretation.
Embrace optichannel strategies
According to Giuseppe Stigliano and Philip Kotler, traditional multichannel and omnichannel strategies are evolving into "optichannel" approaches. This new model focuses on optimizing each channel based on how customers and AI systems prefer to interact with a brand.
As AI systems take over more customer interactions, you need to concentrate on delivering value across the most relevant channels while minimizing friction rather than simply adding more touchpoints.
Leverage data intelligence and human creativity
The successful integration of B2AI strategies hinges on leveraging data intelligence to predict and respond to AI-based decisions while retaining the human touch that differentiates your brand. This balance will be critical to delivering meaningful value as AI systems prioritize efficiency and accuracy in decision-making.
Adapt to the blurring lines between B2B, B2C, and AI
As B2B and B2C lines blur, many companies are repositioning their offerings to cater directly to both human and AI customers. For example, B2B retailers might start offering direct-to-consumer (D2C) options if AI systems identify that such channels are more profitable or efficient. You need to anticipate these shifts and be ready to adjust product positioning and distribution strategies accordingly.
Practical tips to prepare for B2AI
Optimize product data for AI consumption: Ensure that your product data is machine-readable, accurate, and comprehensive. AI systems rely on structured data to make purchasing decisions. Using clear attributes and adhering to industry standards can increase your chances of being selected by AI algorithms.
Leverage APIs and integrations: Develop APIs that allow AI systems to interact with your inventory and logistics. These integrations can simplify AI-driven decision-making processes, making it easier for other AI systems to work with your offerings.
Focus on value-driven relationships: AI systems prioritize cost, availability, and reliability. Build your brand’s reputation around these attributes to become a preferred choice for AI-driven purchases.
Stay updated on AI and machine learning trends: Keep abreast of advancements in AI technologies, particularly in machine learning, to understand how these developments could affect your market dynamics.
Test and optimize for AI Systems: Use simulations or AI models to test how your product data is interpreted by various AI systems. This will help identify potential gaps in your data or strategy.
By proactively addressing these elements, you can stay ahead in the B2AI era and ensure your brands remain visible, discoverable, and relevant—even when AI systems are making decisions on behalf of human customers.
For a deeper dive into these strategies and principles, refer to Philip Kotler and Giuseppe Stigliano's insights in their book Redefining Retail: 10 Guiding Principles for a Post-Digital World.
Free chapter from Guiseppe and Phillip’s new book:
https://www.wiley-vch.de/en/areas-interest/finance-economics-law/redefining-retail-978-1-394-20470-0
Why not take your marketing to the next level? Contact us for more information or to book.
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