Commerce continues to evolve under the influence of technology and new consumer expectations. To help brands anticipate these changes, the forward-thinking agency VML has published the ninth edition of its Tomorrow’s Commerce report.
According to VML, two forces are shaping commerce: artificial intelligence and the need for more human and authentic experiences.
When AI redefines the customer journey
Consumers are increasingly turning to artificial intelligence. “Globally, 3% of consumers already use AI to find ideas, 5% to find product information, and 4% to conduct research,” explains the trend agency.
VML is observing a rapid evolution in the purchasing journey, with artificial intelligence moving from the role of assistant to that of an agent capable of acting autonomously. “If all the information about your products (price, availability, manufacturing process) is not readable and verifiable by a machine, you risk disappearing from the selection made by AI.”
The human experience as a counterbalance
In the face of automation, VML identifies a marked return to the need for real contact and human advice. Points of sale are evolving into spaces for exchange, service, and support.
In line with this logic, brands are invited to offer experiences where humans take center stage again: demonstrations, personalized advice, etc. “In a world saturated with algorithms, humans are once again becoming a differentiating factor. And while AI continues to fuel logistics, accessibility, and security, a human …
