January 22, 2025 • 35 mins
What if AI could predict not just what customers want to buy, but how they make those decisions? Today, we're pulling back the curtain on the AI revolution that's transforming how brands connect with consumers—from the early adopters shaping trends ….to the skeptics who still prefer human interaction.
Joining me is Michael Nevski, Director of Global Insights for Visa's Business Economics Insights team. As a self-proclaimed "recovering marketer," Michael has spent three decades turning complex consumer data into game-changing strategies, pioneering the first customer purchase journey analysis at Charles Schwab and now shaping how global brands adapt to the AI era.
Joining me is Michael Nevski, Director of Global Insights for Visa's Business Economics Insights team. As a self-proclaimed "recovering marketer," Michael has spent three decades turning complex consumer data into game-changing strategies, pioneering the first customer purchase journey analysis at Charles Schwab and now shaping how global brands adapt to the AI era.
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Episode Transcript
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Speaker 1 (00:00):
What if AI could predict not just what customers want
to buy, but how they make those decisions. Today, we're
pulling back the curtain on the AI revolution that's transforming
how brands connect with consumers, from the early adopters shaping
trends to the skeptics who still prefer human interaction. Joining
me is Michael Nevsky, director of Global Insights for Visa's
(00:24):
Business Economics Insights Team. As a self proclaimed recovering marketer,
Michael has spent three decades turning complex consumer data into
game changing strategies, pioneering the first customer purchase journey analysis
at Charles Schwab, and now shaping how global brands adapt
to the new AI era. I'm your host, Niki Ramirez,
(00:46):
and this is Talk Digital to Me, a podcast where
I explore the latest in digital marketing tech, AI innovation,
and the strategies for personal and professional growth. This is
episode nineteen, Generative AI and consumer behavior, personalizing the path
to purchase across diverse demographics. Hi, everyone, I'm here today
(01:16):
with Michael Nevsky, director of Global Insights for Visa's Business
Economics Insights Team. Michael is a seasoned expert with over
three decades of experience turning data into actionable insights that
shaped long term business success. At Visa, Michael collaborates with
the chief Economics to ensure that consumers insights are seamlessly
(01:38):
integrated into economic forecasts and strategic initiatives. From pioneering the
first customer purchase journey analysis at Charles Schwab to managing
global research portfolios, Michael has consistently driven innovation in consumer insights. Today,
we're diving into an exciting and timely topic, generative AI
(01:58):
and consumer behavior, personalizing the path to purchase across diverse demographics.
We'll explore how early adopters of genera AI are reshaping
consumer behavior, and how AI can help marketers connect with
shifting demographics, and what the future holds for personalized marketing. Michael,
Welcome to the show. I'm so excited to have you.
Speaker 2 (02:19):
Here, Nicole, Thank you so much, Very honor ed and
excited to join your show and looking forward to our conversation.
Speaker 1 (02:27):
Thank you absolutely so. You've had a really impressive year
career spanning financial services, consumer products, and data driven strategy
for our audience of curious and ambitious marketers. Can you
share what first got you interested in consumer insights and
how that passion has evolved into your current work and
(02:49):
in AI and marketing.
Speaker 2 (02:50):
Yeah. Absolutely, that's a great question. Like many of us,
I actually started my career in marketing what I call myself,
I'm a recovering marketer. So and throughout my career when
I was younger, as the learning distops and basis of
a marketing career, how to prepare and execute a campaign,
learn about a CRM, marketing automation, Digital marketing NASA. At
(03:14):
that point, I actually always was curious why consumers and
business readers behave the way how they behave, and so
only but surely, about fifteen or seventeen years ago I
actually made that partial transition initially to research and marketing research,
if you will, because in my opinion, marketing insights consumer insights,
(03:35):
they actually identify those white spaces and opportunities and help
companies to grow and navigate to the right direction, to
cater to changing consider changing consumer preferences and tastes. And
eventually I realized that it's like a neck and had
so research insights like a neck, which helps head to
(03:55):
look in the right direction to identify those opportunities and
capture them. And that's how completely transition from marketing to
marketing research and market research consumer research, where I am
focusing on exploring those unmet needs consumer and met needs
and also those opportunities and predictions where the market is
moving next year, next quarter, next month, and here we are.
(04:17):
Thank you.
Speaker 1 (04:18):
That's so exciting. I love the term recovering marketer.
Speaker 2 (04:21):
That's so fantastic, just the joke. So yes, of course,
thank you.
Speaker 1 (04:27):
Love that. So for those listening who are just starting
to explore AI and their work, can you break down
what generative AI actually is and why it's such a
game changer for marketers and consumers alike?
Speaker 2 (04:41):
Yeah, absolutely, and just at the stage. My company been
utilizing AI artificial intelligence for some times ago, right, for
quite sometimes, because you utilize that for fraud risk, identifying
transaction patterns, and many other aspects. And as you know,
Coneriti AI has been around for ouse overall. AI has
(05:04):
been around for some quite sometimes with Internet of Things
and many other abspects of it. But once we start
focusing on generity AI, right, those clague language models which
actually can interact with humans, right, and I would call
it subdiscipline of artificial intelligence, which actually really focusing on
(05:25):
those human interactions and patterns and also identifying many other
aspects of wou'd say, helping you with identifying data, creative writing,
generating images, and many others. Right, this is a very
specific area of artificial intelligence. And when OpenAI released that
first iteration of their product, it kind of creates this
(05:48):
kind of a revolution what we call it, from revolution
to evolution because now it's starts changing the way how
we do and conduct business. It start changing how consumers
actually acting and relying and utilizing GENERITYVII technology. Let's put
it this way, right, So in their day to day
(06:08):
interactions with businesses, with other people, with technologies, with brands,
and so the way in why we think and why
I think that Generity AAI is a game changer, like
you said, for consumers and marketers alike, because it helps
you to become high level right, probably going to dive
into the more nuances and details, right, tactical level, but
(06:31):
at the high level, it helps us to be more
efficient as marketers. It helps consumers to really rely on
that technology to be more organized, save time, be more
effective and efficient in terms of their searches or their needs.
So and also generative way. I helps us to really
embrace the technology to be more effective in our analysis,
(06:55):
in our campaign preparations, in understanding preferences and taste of consumers.
Because analysis is speeding up much faster, you can actually
collect the data from multiple touch points and interactions and
really have a real time insights. All these together on
both sides of equilibrium consumer versus marketers kind of getting
(07:16):
much faster, more efficient, more effective. And we will talk
about those details actually later on, but that's why marketers
need to really adapt that whether it's a marketing campaign,
digital marketing, media exposure, content generation, all of those aspects
of our work is becoming more effective and more efficient.
Speaker 1 (07:35):
It makes a lot of sense, and it's a really
exciting time. And we hear so much about early adopters
shaping markets and trends. In your view, how are these
AI savvy consumers influencing how brands think and execute their
path to purchase strategies.
Speaker 2 (07:50):
Absolutely, that's a great question. In my research, I can
that quarterly consumer Omnibus survey where I actually look into
the those aspects of genuity way. I'm going to specifically
refer back to jeniority AI and I love that approach
what you're doing taking because very often we start utilizing
certain brands, right. But as you can see, as we know,
(08:14):
more and more companies releasing their own versions of Genuit
two AI for consumer adoption, different purposes. And so in
consumer case, that what I identified for major groups or
consumers the way based on how they utilize and interact
with Generity AI. And you have, for example, heavy users,
those who rely on jeniority on a daily basis, very
(08:37):
much engaged with Jenuarity AI. We have also creative users,
those who can for inspiration and saying, yeah, I can't
get some images out of traditional sources, but genuitively going
to help me to create something what I imagine? Right. You
also have learners, those who want to learn something new,
new skills up their game in terms of their skill
(08:58):
set for their perfect particular fashion translations. So and also
you have those who are actually looking for efficiencies, those
who saying, Jenuity AI help me make an order out
of my chiotic life. Those I would go productive users
and collectively what we already know, because it's pretty much
taking US and major industrial world or industrial countries by storm,
(09:23):
that about twenty three to twenty five percent of US
consumers already relying on January AI in there day to day,
weekly or monthly interactions. Now, with that said, when we
look at use cases, large percentage of those consumers within
that pool of twenty three twenty five percent actually saying
I rely on January AI when I go on path
(09:46):
to purchase. What it means because many of them already
start partially providing Internet search capabilities. Right, So, as we
moving along with the privacy wows, content generators versus the
urgenity air providers and stuff that we already see some
nacent care use cases. I guess where JENERITYA allows you
to do a search for neet search and create some results.
(10:09):
And so what they're doing they relying on Jenerity AA
consumers when they look for pricing, when they look for recommendations,
when they look for product reviews, usage cases, and many others.
And so what it means for us as marketers and
brands that we need to understand those use cases, how
consumers are using it, and how much Jeniority AI influence
(10:32):
their decision making process when they are on the path
to purchase. Right, So, another aspect of that as technology
is getting better and improves us as brands. We need
to understand how jenuityve Ai perceives us as brands in
their recommendations and variations was as product as service as
(10:57):
brand to consumers because consumers start giving heloping those relationships.
But the GENERATVII almost like a personal system and relying
more and more on those recommendations and perceptions. And it's
very important for us to work with the technology in
the sense understand the keywords, key perceptions, of variations, factors
which contribute to that. So as we're moving along two
(11:19):
major aspects of that, and one more key point, I
would like to say that trust into the technology, for example,
is still somewhat I would say, lookworm right level. That
means consumers still have a little bit of a caution
when they deal with Jenuoriti in general, because that kind
of a perception of Terminator movies with Arnie right where
(11:43):
janitor or artificial intelligence takes over the world and we're
all being enslaved as humans is still kind of lingering there.
Because when we ask about question about the trust, and
when I asked a question about any particular company trust
which your genier creates a gener TEI, it was ten
percentage point delta higher that yes, I trust the provider
(12:06):
of the technology versus actual technology. So once we cross
that chasm and consumers can rely on technology more and more,
let's say we eliminate the eventually hallucinations right by JENIORITVII
or more reliability internsial information it provides to you. So
once that gap is crossed and consumers like with the
(12:27):
high confidence level many percent of whatever, say yes, I
trust my JUNIORITVII, I have my more personal model in
esense customized to me, and I really rely on that
it's going to continue influencing consumers decision making process even
more than we have right now. You see. So those
factors again we need to consider as marketers and as
(12:48):
brands going forward.
Speaker 1 (12:49):
That's really really important. And I think that the trust
is such a crucial aspect to AI and with consumers
and marketers, and marketers often struggle with connecting to diverse
audiences and building out a persona for these type of customers.
How can AI driven insights help brands truly understand and
(13:11):
resonate with people from all walks of life?
Speaker 2 (13:14):
That's another great question. So and I purposely kind of
pull back in terms of that mask customization, right, or
more personalized customization and the large scale because genuarity AAI,
that's a great, absolutely great question. Genuity Way is going
to help us as marketers to create that mask customization, right,
So based on your purchase habits, based on your browsing sessions,
(13:36):
based on your preferences. Right, So me versus you different products,
different types of let's say vacation, right, so maybe you
like the staycation and I'm more about leisure where I
take the business trip and at the end of the
business trip, I use some time at a location too,
or really take a time off and enjoy that, or
maybe working while I am away from home and the
(13:57):
three stuff like that. So we're the genuine Way is
going to help us because it's going to collect that
data from multiple touch points individual consumers in a sense
and nimize another so and we'll be able to create
more customized solutions, particularly for this type of current consumer. Also,
it's going to help us as marketers by providing much
(14:18):
more insightful three hundred and six degrees around you of
a consumer, right and create those nuance personas saying okay,
not just we know we think we've done some research,
but also that data is going to be fed to
us right constantly twenty four seven. In a sense you
know we will better understand and be able to segment
(14:38):
different subsegments of the demographic market and consumer market right
and create those solutions. Also another aspect of that that
it's a real time data that means pretty much almost
like an inflow, we can actually adjust immediately, not to say, okay,
we conduct to this direct marketing campaign. We got this
two percent response rate, right, and then we know that
(15:00):
consumers decided to buy a certain share of product to
pay this price. But it comes actually with the delay, right,
because you need to conduct a campaign, you need to
wait for the consumer reaction, you need a character results,
you need to analyze them, report back, and then it
just you might take a month to three maybe six months,
depends on where you're what there is a consumer, a market,
(15:22):
or business market, and many others, many other aspects here
you will be able to get that almost immediate market
response and be able to react to it and just
as a marketer and understand a consumer behavior much cheaper,
on a much deeaper level, and much broader in terms
of different capturing different individual preferences and much smaller segments
(15:46):
which wouldn't be attainable for us as marketers in a
current state.
Speaker 1 (15:50):
Yeah, that really takes personas and customer data to a
whole different level where you can really personalize on just
a whole new aspect of every thing. Switching gears a
little bit at Charles Schwab, you pioneered ways to connect
media exposure to digital behaviors. Talk a little bit about
that and how you see generative AI helping us better
(16:12):
map the customer journey and then make those insights actionable.
Speaker 2 (16:16):
That's another great question, so thank you for mentioning that. Yes,
in my case, I was able to connect actual consumer
digital behavior in a combination of the media exposure and
their resulting behavior. So that means, let's say you're running
the above the line campaign and you want to understand
(16:38):
what consumers do and how they react to that to media,
and it's not only digital but also non linear linear stuff,
and you connect their digital behavior online behavior with the
actual conversion purchase behavior. So and you actually create a system.
Based on my previous experience, right when we didn't have
(16:59):
a junior two way, I just contaer and contrast and
again like I said earlier, you conduct those campaigns, you
collect the results, you measure them, you utilize channels, you
utilize media exposure to technology, and then you collect that
and analyze and you just with genuiti AI, it will
(17:20):
provide more immediate recommendations even in a stage of creating
that or designing that measurement and campaign, because we'll feed
you already knowledge which you're able to collect on your
customers and prospective customers about their preferences for any particular
product line or service, and then you will be able
(17:41):
to create much more tailored content or creative or conductor
campaigns based on recommendations where your audients add in terms
of the parts of the day for example, timing websites,
et cetera. But also as you start moving along, Genuity WAI,
like I said, will be able to help you be
(18:01):
you have that immediate response of adjusting your campaigns immediately
as you still conducting those campaigns to really recommend even
creating junior to AI images or art right or creative.
I'm not going to be surprised, and the future is
going to be videos and stuff like that. Right, So
you needed just a commercial, so and we'll be able
to feed that information to you as you go, so
(18:24):
you can actually just get much better results in terms
of the execution and also deliver those customizable, memorable experiences
and services in terms of the product and service to consumers.
Speaker 1 (18:35):
Yeah, it's going to be insane to see all of
the different things that AI really produces, and especially going
into video content. As you said, you're going to be
able to personalize every piece of marketing material that you
put out. And I know personalization is a common buzzword,
but generative AI is making it more attainable than ever.
(18:56):
So what's your advice for companies just starting to dip
their to in the AI personalization and especially those working
with limited resources.
Speaker 2 (19:06):
Yeah? Absolutely, there are some definitely somewhat three resources, but
also some wide label models where you can probably utilize
it on a personal level or a corporate level. But
in terms of the resources, again, if we're talking about
acquiring the technology, probably that would be the biggest cost
for corporations nowadays, right, But when it comes to actual manpower,
(19:29):
I would say labor power to support those efforts. Actually,
generity way I would allow you to be more efficient
because you can assign only one person to work with
a generity a way and feed that information instead of
having a three or four analyst doing this work nowadays, right,
connecting the data and stuff like that. So when it
comes to personalization again, I think companies need to really
(19:50):
understand not only their customers, but also how they utilize
the technology, right, whether it's a shopping a system or
researching the products right for personalized product recommendations like I said,
right so, or something else. They are actually looking for
a much better experience in terms of interaction, for example
(20:11):
being in industry right when people contact the customer service
so many others. So because again chat boats and genera
can help you be much more efficient. Understand the consumer language,
understand the consumer voice mode, right, satisfaction dissatisfaction kind of
ps scoring in a sense, right, So, how to provide
more efficient and more effective service to consumers and stuff
(20:33):
like that. All of those aspects you're going to go
into that personalization and customer companies needs to real understand
their consumers or business customers, what their needs are, what
where the gaps are, right so in how to cross them,
and based on that they need to design those systems.
I guess where they can start utilizing generator AAI to
(20:56):
actually collect that type of data to create that personalization
or effectively create those personas. Like I said, maybe I'm
in thinking industry and it's more about serving clients. That
means again chadboards versus personalized recommendations right for products and services,
and I need to actually influence that and geneer t
(21:17):
way help me with that. So that's how you apply
that to your recommendations. And also you need to understand
the technology from the standpoint of utilization, so that means
you need to train your stuff where's going to be
signed to support and work with the technology. You also
need to have like ambassadors within the company who actually
(21:38):
have this strategy on how to drive the Genier Way
adaption across the enterprise. Right, what's the goals are, right,
what we're trying to achieve, Understand the challenges right, and
have that collective support across the executive branch, because you
need to have executive sponsors but also understand and educate
understand the needs of your employees, but also educating your
(22:01):
peers and your coworkers in assance in terms of how
you to mutualize the technology. What's the best practices, so
it takes some resources, but you can do it in
a much more efficient way where you don't have to
assign somebody to really do the actual work, but actually
be more educator once you don't train the trainer in
(22:21):
a sense where I can do something else. I can
work in finance, but I still can be that ambassador
in my area of the enterprise where I can actually
educate people at what I know and help them to
adapt the technology. So same time enterprises again, companies needs
to look for short term, mid term, and long term
plans on how they're going to adapt the generative AI
(22:42):
and look for those initial solutions where it's very inexpensive
just to utilize the technology at the basic level right
and look for opportunities where they can work with different
providers to cover their gaps. Again, whether it's a creative
writing or marketing, campaigns execut or content generation, so it
depends on company needs and requirements.
Speaker 1 (23:06):
That makes sense. It's really really insightful to see how
companies can use resources that are available for them to
start adopting this. So as marketers, we know relationships are everything.
How can brands use AI insights to enhance, not replace
the emotional connections they built with consumers.
Speaker 2 (23:25):
Absolutely. That's another one which I think being overlook sometimes
because companies think that, oh, it is rewire on the technology.
Let's create the chatbots and consumers just can interact with
them and get what they need. But actually they need
a build that system where technology would understand. Okay, a's
a certain point when let's say customer feels that they
(23:49):
wanted to talk to the human being just regardless, or
let's say system feels that customers start getting frustrated because
they're not getting exactly what they need, and there are
some nuanced situations, so automatically pretty much by default transferring
humans to our customers to humans as well to connect
face to face because from research, we know early adapters
(24:10):
of Generator AI in much higher rates actually saying that
they use an interacted technology like chat both versus human being,
because especially younger generations gen z MIRENU also require that
same time, when situation gets complex, consumers want to feel
that they interact with not with just some kind of technology,
(24:31):
but they interact with the human an opposite side, and
we need to build those systems where we quickly identify
those situations and provide human response and human interaction, whether
it's online or offline. Let's say you call in right
check your balance and you have a question and system
(24:51):
not giving you what you need immediately being transferred to
another human being, or even if it's like an in
store Kiosk or let's say Aero and as you know,
you go and you check in and do your stuff
before you find but the same time, if you have
any questions, the customer service representatives is right up there
available to answer any questions you want. So that's the
kind of system we need to build to really create
(25:14):
that human aspect of technology interaction with customers so they
feel that they're not being abandoned per se, right, especially
all the generations the gen X and boomers who actually
have much more custom approach of interact with other humans.
So and also recognizing that sometimes you need to reroute
the system and see that this is my customer I
(25:36):
know of already, right, I know their preferences, I know
their demographic portraits, so it maybe transferring them almost immediately
to the human being by skipping the GENERATIVII stage sometimes right,
because we know that this custom prefers that way. So
and all of those aspects we need to keep in
mind as we're moving forward.
Speaker 1 (25:55):
That makes a lot of sense, I mean, and it
goes into also being at the goal. AI has incredible potential,
But what's your take on ensuring that AI driven marketing
stays transparent and trustworthy, especially with those generations that might
be a little hesitant to implementing it, especially when targeting
diverse demographics.
Speaker 2 (26:15):
Absolutely, and it goes back to basics, right, I already
touched on trust. Let's say January two, AI as technology
versus some brands companies which create a genuarity WAYI And
when I say back to basics, that means have a
transparency have a policy on your website which you will
talk about the data collection and how technology is being used.
(26:38):
But also to have a data governance right, have this
kind of a code of conduct and ethics and how
GENERATIVEA is being used in the interaction with consumers and
internal analysis right as a kind of high level we
also have some of the guardrails and monitoring system internally
(26:58):
to really understand the technology and reliability and what's the
pun in terms of improving the quality of that technology
again back to hallucination aspect of it, right, How reliable
is the charity AI product, we use it right, can
rely on it? So what's the error delta and stuff
(27:18):
like that, And we need to understand that as brands
as marketers, but also clearly communicate that you consumers when
they rely on it. So and assurance again about data
privacy right, the data security, All of those aspects needs
to be communicated to customers. So this whey consumers know
that when they interact with us and utilize the technology,
(27:41):
their data is private, their data is secure, and their
data is manageable by them as consumers. In terms of
I want to add out, don't correct any data on me,
for example, right when you interact with you with me.
That means consumer can feel that they are in charge
of those type of aspects of their interaction data and
as it also includes the January AI because technology will
(28:05):
get access, not only get access, but also collect the
data on consumers, and all of those needs to be
clearly communicated to consumers, measure it, monitored and continue analyzed
in terms of the reliability, security in many other aspects.
Speaker 1 (28:20):
I love that. So looking ahead, what are the most
exciting or transformative trends you see shaping how businesses use
generative AI to connect with consumers over in the next
few years.
Speaker 2 (28:33):
That's a really interesting question because as you know, we
have a lot of different directions which technology might take right.
So and what I think personally, not only the technology
is going to be utilized by us as marketers to
be more efficient effective, like I said, but also probably
(28:55):
what we're going to see the application of JENERARTI in
other areas and aspect of our business, right, whether it's
a product innovation or actually creating opportunities or identifying that
gaining opportunity, identifying those white spaces where maybe a company
as a whole, like almost conference strategy hasn't taken a
(29:15):
role and maybe because based on company expertise, knowledgy, etcetera,
it's a natural way or maybe an opportunity to play
a role in that market or create something or expand.
So that's where I see probably technology can expand, but
also I think next iteration of a technology will bring
many more features and more efficiency in terms of again
(29:39):
creating something almost like a human being interaction where it
will be able to collect all of the type of
content and data and pretty much acting almost as a
human more intelligent, right across all aspects of human interactions
in general. So I think I wouldn't say it's an
artificial intelligence in terms of like intellect, right, but if
(30:03):
we start moving towards that where again, technology is going
to help us as marketers to really dive deeper, not
on into consumers, but our function as marketing or research
on really maybe helping us creating new technology in terms
of how we're going to conduct research, all marketing campaigns
(30:23):
or overall marketing and a future right based on my role,
based on company role, based on my products brand reception
in many others. So those two product innovation identifying new
direction and also helping us as a function to grow
and become even more efficient with understanding where the market
is moving, more immediate response, right, and also creating opportunities
(30:45):
for us as marketers and insight professionals to influence company directions.
Speaker 1 (30:50):
That's a great answer. I love that. I think with
everything going on that's really really exciting, and with all
the innovation happening in AI, what excites you the most
about the future of marketing and consumer insights? What is
next for you?
Speaker 2 (31:05):
Yeah? Absolutely, so, I think a few aspects of that, right, So,
and I want to talk before I answer what's next
for me, but also kind of build down on the
previous question what you said, right, if we and that's
what I would like to support, right, but if we
look at a higher level, I think and I already
mentioned that Number one what's next for me and what
excites me to support and within my company? Number one
(31:27):
hyper personalization, Right, So that enable that level of personalization
that was previously unimaginable. Right, so we can actually really
understand the consumers much faster and create that personalization at
the much micro level and much faster than used to be. Also,
the behavioral analytics and real time feedback again we talk
(31:47):
about that. I'm just trying to kind of summarize and
where we're going forward. Right. So, another aspect voice and
conversational artificial intelligence. Right with the natural engage processing models,
that kind of conversation and understanding the customer becomes much
easier and much broader in terms of capturing aspect all
the aspects of interaction in terms of the mode voice, right,
(32:10):
so speed, how people speak, where, et cetera, to really
understand those kind of human aspects that how people interact
with us AI driven creativity and another factor which actually
very exciting we can really rely on, like I said,
creating those images of art or for example, video content
which is not easily obtainable from traditional sources, and as
(32:32):
a martress will be able to just help TV commercial
or digital commercial based on our knowlch. I will also
talk about ethical AI and consumer trust. That's another one
which is still going to continue evolving, and that's one
that's the aspect I'm going to completely not completely, but
I'm going to dete lots of time in my work
to support that across my enterprise. And the last factor
(32:56):
which you asked me about what's next for me, so personally,
I'm keen on supporting businesses beginning this exciting area by
helping them leverage VII in innovative ethical ways. And when
I say that, it's not only my company but also
my business partners companies because we're work can be to
be environment and that's very important to support that. And
(33:16):
I think really utilizing janiority AI and which will help
me on a personal level and a professional level translate
complex data into actionable insights will continue to be a
key area focus for me going into twenty twenty five.
In twenty twenty six and as we evolve, we need
to continue to work on actually consumer personalization and we
(33:40):
continue building that consumer trust when they interact with us
when we get the junior to VII technology. So overall,
again very exciting future. I think all of us going
to benefit from that on both sides of the code
and politics, both sides of the aisle, consumers and marketers
and researchers, and I'm really free to be part of
those formation.
Speaker 1 (34:01):
I'm so excited to see everything that you do. Everything
that you've talked about has been so exciting and very insightful.
So thank you for sharing your expertise and leaving us
with so much to think about and to apply. It's
been really great to have you on the show. Thank
you for being here with me today and sharing your expertise.
Speaker 2 (34:19):
Thank you so much. Nicole really enjoyed our conversation today.
Speaker 1 (34:23):
Thank you I have as well.
Speaker 2 (34:25):
Thank you.
Speaker 1 (34:26):
That wraps up another episode of Talk Digital to Me,
where we uncover the latest trends and topics in digital marketing, tech,
AI innovation, and strategies for personal and professional growth, from
real time consumer insights to ethical AI implementation. Michael's revelations
about the future of personalized marketing might just change how
(34:48):
you think about customer connections in the AI age. If
you enjoyed this episode, leave a review on Apple Podcasts,
Share it with a friend or colleague who might benefit
from these insights, and subscribe on whatever platform you're listening to. Now.
Until next time, keep innovating, stay ethical, and remember that
in a world of artificial intelligence, authentic human connections still
(35:11):
reign supreme. See you soon.
What if AI could predict not just what customers want
to buy, but how they make those decisions. Today, we're
pulling back the curtain on the AI revolution that's transforming
how brands connect with consumers, from the early adopters shaping
trends to the skeptics who still prefer human interaction. Joining
me is Michael Nevsky, director of Global Insights for Visa's
(00:24):
Business Economics Insights Team. As a self proclaimed recovering marketer,
Michael has spent three decades turning complex consumer data into
game changing strategies, pioneering the first customer purchase journey analysis
at Charles Schwab, and now shaping how global brands adapt
to the new AI era. I'm your host, Niki Ramirez,
(00:46):
and this is Talk Digital to Me, a podcast where
I explore the latest in digital marketing tech, AI innovation,
and the strategies for personal and professional growth. This is
episode nineteen, Generative AI and consumer behavior, personalizing the path
to purchase across diverse demographics. Hi, everyone, I'm here today
(01:16):
with Michael Nevsky, director of Global Insights for Visa's Business
Economics Insights Team. Michael is a seasoned expert with over
three decades of experience turning data into actionable insights that
shaped long term business success. At Visa, Michael collaborates with
the chief Economics to ensure that consumers insights are seamlessly
(01:38):
integrated into economic forecasts and strategic initiatives. From pioneering the
first customer purchase journey analysis at Charles Schwab to managing
global research portfolios, Michael has consistently driven innovation in consumer insights. Today,
we're diving into an exciting and timely topic, generative AI
(01:58):
and consumer behavior, personalizing the path to purchase across diverse demographics.
We'll explore how early adopters of genera AI are reshaping
consumer behavior, and how AI can help marketers connect with
shifting demographics, and what the future holds for personalized marketing. Michael,
Welcome to the show. I'm so excited to have you.
Speaker 2 (02:19):
Here, Nicole, Thank you so much, Very honor ed and
excited to join your show and looking forward to our conversation.
Speaker 1 (02:27):
Thank you absolutely so. You've had a really impressive year
career spanning financial services, consumer products, and data driven strategy
for our audience of curious and ambitious marketers. Can you
share what first got you interested in consumer insights and
how that passion has evolved into your current work and
(02:49):
in AI and marketing.
Speaker 2 (02:50):
Yeah. Absolutely, that's a great question. Like many of us,
I actually started my career in marketing what I call myself,
I'm a recovering marketer. So and throughout my career when
I was younger, as the learning distops and basis of
a marketing career, how to prepare and execute a campaign,
learn about a CRM, marketing automation, Digital marketing NASA. At
(03:14):
that point, I actually always was curious why consumers and
business readers behave the way how they behave, and so
only but surely, about fifteen or seventeen years ago I
actually made that partial transition initially to research and marketing research,
if you will, because in my opinion, marketing insights consumer insights,
(03:35):
they actually identify those white spaces and opportunities and help
companies to grow and navigate to the right direction, to
cater to changing consider changing consumer preferences and tastes. And
eventually I realized that it's like a neck and had
so research insights like a neck, which helps head to
(03:55):
look in the right direction to identify those opportunities and
capture them. And that's how completely transition from marketing to
marketing research and market research consumer research, where I am
focusing on exploring those unmet needs consumer and met needs
and also those opportunities and predictions where the market is
moving next year, next quarter, next month, and here we are.
(04:17):
Thank you.
Speaker 1 (04:18):
That's so exciting. I love the term recovering marketer.
Speaker 2 (04:21):
That's so fantastic, just the joke. So yes, of course,
thank you.
Speaker 1 (04:27):
Love that. So for those listening who are just starting
to explore AI and their work, can you break down
what generative AI actually is and why it's such a
game changer for marketers and consumers alike?
Speaker 2 (04:41):
Yeah, absolutely, and just at the stage. My company been
utilizing AI artificial intelligence for some times ago, right, for
quite sometimes, because you utilize that for fraud risk, identifying
transaction patterns, and many other aspects. And as you know,
Coneriti AI has been around for ouse overall. AI has
(05:04):
been around for some quite sometimes with Internet of Things
and many other abspects of it. But once we start
focusing on generity AI, right, those clague language models which
actually can interact with humans, right, and I would call
it subdiscipline of artificial intelligence, which actually really focusing on
(05:25):
those human interactions and patterns and also identifying many other
aspects of wou'd say, helping you with identifying data, creative writing,
generating images, and many others. Right, this is a very
specific area of artificial intelligence. And when OpenAI released that
first iteration of their product, it kind of creates this
(05:48):
kind of a revolution what we call it, from revolution
to evolution because now it's starts changing the way how
we do and conduct business. It start changing how consumers
actually acting and relying and utilizing GENERITYVII technology. Let's put
it this way, right, So in their day to day
(06:08):
interactions with businesses, with other people, with technologies, with brands,
and so the way in why we think and why
I think that Generity AAI is a game changer, like
you said, for consumers and marketers alike, because it helps
you to become high level right, probably going to dive
into the more nuances and details, right, tactical level, but
(06:31):
at the high level, it helps us to be more
efficient as marketers. It helps consumers to really rely on
that technology to be more organized, save time, be more
effective and efficient in terms of their searches or their needs.
So and also generative way. I helps us to really
embrace the technology to be more effective in our analysis,
(06:55):
in our campaign preparations, in understanding preferences and taste of consumers.
Because analysis is speeding up much faster, you can actually
collect the data from multiple touch points and interactions and
really have a real time insights. All these together on
both sides of equilibrium consumer versus marketers kind of getting
(07:16):
much faster, more efficient, more effective. And we will talk
about those details actually later on, but that's why marketers
need to really adapt that whether it's a marketing campaign,
digital marketing, media exposure, content generation, all of those aspects
of our work is becoming more effective and more efficient.
Speaker 1 (07:35):
It makes a lot of sense, and it's a really
exciting time. And we hear so much about early adopters
shaping markets and trends. In your view, how are these
AI savvy consumers influencing how brands think and execute their
path to purchase strategies.
Speaker 2 (07:50):
Absolutely, that's a great question. In my research, I can
that quarterly consumer Omnibus survey where I actually look into
the those aspects of genuity way. I'm going to specifically
refer back to jeniority AI and I love that approach
what you're doing taking because very often we start utilizing
certain brands, right. But as you can see, as we know,
(08:14):
more and more companies releasing their own versions of Genuit
two AI for consumer adoption, different purposes. And so in
consumer case, that what I identified for major groups or
consumers the way based on how they utilize and interact
with Generity AI. And you have, for example, heavy users,
those who rely on jeniority on a daily basis, very
(08:37):
much engaged with Jenuarity AI. We have also creative users,
those who can for inspiration and saying, yeah, I can't
get some images out of traditional sources, but genuitively going
to help me to create something what I imagine? Right. You
also have learners, those who want to learn something new,
new skills up their game in terms of their skill
(08:58):
set for their perfect particular fashion translations. So and also
you have those who are actually looking for efficiencies, those
who saying, Jenuity AI help me make an order out
of my chiotic life. Those I would go productive users
and collectively what we already know, because it's pretty much
taking US and major industrial world or industrial countries by storm,
(09:23):
that about twenty three to twenty five percent of US
consumers already relying on January AI in there day to day,
weekly or monthly interactions. Now, with that said, when we
look at use cases, large percentage of those consumers within
that pool of twenty three twenty five percent actually saying
I rely on January AI when I go on path
(09:46):
to purchase. What it means because many of them already
start partially providing Internet search capabilities. Right, So, as we
moving along with the privacy wows, content generators versus the
urgenity air providers and stuff that we already see some
nacent care use cases. I guess where JENERITYA allows you
to do a search for neet search and create some results.
(10:09):
And so what they're doing they relying on Jenerity AA
consumers when they look for pricing, when they look for recommendations,
when they look for product reviews, usage cases, and many others.
And so what it means for us as marketers and
brands that we need to understand those use cases, how
consumers are using it, and how much Jeniority AI influence
(10:32):
their decision making process when they are on the path
to purchase. Right, So, another aspect of that as technology
is getting better and improves us as brands. We need
to understand how jenuityve Ai perceives us as brands in
their recommendations and variations was as product as service as
(10:57):
brand to consumers because consumers start giving heloping those relationships.
But the GENERATVII almost like a personal system and relying
more and more on those recommendations and perceptions. And it's
very important for us to work with the technology in
the sense understand the keywords, key perceptions, of variations, factors
which contribute to that. So as we're moving along two
(11:19):
major aspects of that, and one more key point, I
would like to say that trust into the technology, for example,
is still somewhat I would say, lookworm right level. That
means consumers still have a little bit of a caution
when they deal with Jenuoriti in general, because that kind
of a perception of Terminator movies with Arnie right where
(11:43):
janitor or artificial intelligence takes over the world and we're
all being enslaved as humans is still kind of lingering there.
Because when we ask about question about the trust, and
when I asked a question about any particular company trust
which your genier creates a gener TEI, it was ten
percentage point delta higher that yes, I trust the provider
(12:06):
of the technology versus actual technology. So once we cross
that chasm and consumers can rely on technology more and more,
let's say we eliminate the eventually hallucinations right by JENIORITVII
or more reliability internsial information it provides to you. So
once that gap is crossed and consumers like with the
(12:27):
high confidence level many percent of whatever, say yes, I
trust my JUNIORITVII, I have my more personal model in
esense customized to me, and I really rely on that
it's going to continue influencing consumers decision making process even
more than we have right now. You see. So those
factors again we need to consider as marketers and as
(12:48):
brands going forward.
Speaker 1 (12:49):
That's really really important. And I think that the trust
is such a crucial aspect to AI and with consumers
and marketers, and marketers often struggle with connecting to diverse
audiences and building out a persona for these type of customers.
How can AI driven insights help brands truly understand and
(13:11):
resonate with people from all walks of life?
Speaker 2 (13:14):
That's another great question. So and I purposely kind of
pull back in terms of that mask customization, right, or
more personalized customization and the large scale because genuarity AAI,
that's a great, absolutely great question. Genuity Way is going
to help us as marketers to create that mask customization, right,
So based on your purchase habits, based on your browsing sessions,
(13:36):
based on your preferences. Right, So me versus you different products,
different types of let's say vacation, right, so maybe you
like the staycation and I'm more about leisure where I
take the business trip and at the end of the
business trip, I use some time at a location too,
or really take a time off and enjoy that, or
maybe working while I am away from home and the
(13:57):
three stuff like that. So we're the genuine Way is
going to help us because it's going to collect that
data from multiple touch points individual consumers in a sense
and nimize another so and we'll be able to create
more customized solutions, particularly for this type of current consumer. Also,
it's going to help us as marketers by providing much
(14:18):
more insightful three hundred and six degrees around you of
a consumer, right and create those nuance personas saying okay,
not just we know we think we've done some research,
but also that data is going to be fed to
us right constantly twenty four seven. In a sense you
know we will better understand and be able to segment
(14:38):
different subsegments of the demographic market and consumer market right
and create those solutions. Also another aspect of that that
it's a real time data that means pretty much almost
like an inflow, we can actually adjust immediately, not to say, okay,
we conduct to this direct marketing campaign. We got this
two percent response rate, right, and then we know that
(15:00):
consumers decided to buy a certain share of product to
pay this price. But it comes actually with the delay, right,
because you need to conduct a campaign, you need to
wait for the consumer reaction, you need a character results,
you need to analyze them, report back, and then it
just you might take a month to three maybe six months,
depends on where you're what there is a consumer, a market,
(15:22):
or business market, and many others, many other aspects here
you will be able to get that almost immediate market
response and be able to react to it and just
as a marketer and understand a consumer behavior much cheaper,
on a much deeaper level, and much broader in terms
of different capturing different individual preferences and much smaller segments
(15:46):
which wouldn't be attainable for us as marketers in a
current state.
Speaker 1 (15:50):
Yeah, that really takes personas and customer data to a
whole different level where you can really personalize on just
a whole new aspect of every thing. Switching gears a
little bit at Charles Schwab, you pioneered ways to connect
media exposure to digital behaviors. Talk a little bit about
that and how you see generative AI helping us better
(16:12):
map the customer journey and then make those insights actionable.
Speaker 2 (16:16):
That's another great question, so thank you for mentioning that. Yes,
in my case, I was able to connect actual consumer
digital behavior in a combination of the media exposure and
their resulting behavior. So that means, let's say you're running
the above the line campaign and you want to understand
(16:38):
what consumers do and how they react to that to media,
and it's not only digital but also non linear linear stuff,
and you connect their digital behavior online behavior with the
actual conversion purchase behavior. So and you actually create a system.
Based on my previous experience, right when we didn't have
(16:59):
a junior two way, I just contaer and contrast and
again like I said earlier, you conduct those campaigns, you
collect the results, you measure them, you utilize channels, you
utilize media exposure to technology, and then you collect that
and analyze and you just with genuiti AI, it will
(17:20):
provide more immediate recommendations even in a stage of creating
that or designing that measurement and campaign, because we'll feed
you already knowledge which you're able to collect on your
customers and prospective customers about their preferences for any particular
product line or service, and then you will be able
(17:41):
to create much more tailored content or creative or conductor
campaigns based on recommendations where your audients add in terms
of the parts of the day for example, timing websites,
et cetera. But also as you start moving along, Genuity WAI,
like I said, will be able to help you be
(18:01):
you have that immediate response of adjusting your campaigns immediately
as you still conducting those campaigns to really recommend even
creating junior to AI images or art right or creative.
I'm not going to be surprised, and the future is
going to be videos and stuff like that. Right, So
you needed just a commercial, so and we'll be able
to feed that information to you as you go, so
(18:24):
you can actually just get much better results in terms
of the execution and also deliver those customizable, memorable experiences
and services in terms of the product and service to consumers.
Speaker 1 (18:35):
Yeah, it's going to be insane to see all of
the different things that AI really produces, and especially going
into video content. As you said, you're going to be
able to personalize every piece of marketing material that you
put out. And I know personalization is a common buzzword,
but generative AI is making it more attainable than ever.
(18:56):
So what's your advice for companies just starting to dip
their to in the AI personalization and especially those working
with limited resources.
Speaker 2 (19:06):
Yeah? Absolutely, there are some definitely somewhat three resources, but
also some wide label models where you can probably utilize
it on a personal level or a corporate level. But
in terms of the resources, again, if we're talking about
acquiring the technology, probably that would be the biggest cost
for corporations nowadays, right, But when it comes to actual manpower,
(19:29):
I would say labor power to support those efforts. Actually,
generity way I would allow you to be more efficient
because you can assign only one person to work with
a generity a way and feed that information instead of
having a three or four analyst doing this work nowadays, right,
connecting the data and stuff like that. So when it
comes to personalization again, I think companies need to really
(19:50):
understand not only their customers, but also how they utilize
the technology, right, whether it's a shopping a system or
researching the products right for personalized product recommendations like I said,
right so, or something else. They are actually looking for
a much better experience in terms of interaction, for example
(20:11):
being in industry right when people contact the customer service
so many others. So because again chat boats and genera
can help you be much more efficient. Understand the consumer language,
understand the consumer voice mode, right, satisfaction dissatisfaction kind of
ps scoring in a sense, right, So, how to provide
more efficient and more effective service to consumers and stuff
(20:33):
like that. All of those aspects you're going to go
into that personalization and customer companies needs to real understand
their consumers or business customers, what their needs are, what
where the gaps are, right so in how to cross them,
and based on that they need to design those systems.
I guess where they can start utilizing generator AAI to
(20:56):
actually collect that type of data to create that personalization
or effectively create those personas. Like I said, maybe I'm
in thinking industry and it's more about serving clients. That
means again chadboards versus personalized recommendations right for products and services,
and I need to actually influence that and geneer t
(21:17):
way help me with that. So that's how you apply
that to your recommendations. And also you need to understand
the technology from the standpoint of utilization, so that means
you need to train your stuff where's going to be
signed to support and work with the technology. You also
need to have like ambassadors within the company who actually
(21:38):
have this strategy on how to drive the Genier Way
adaption across the enterprise. Right, what's the goals are, right,
what we're trying to achieve, Understand the challenges right, and
have that collective support across the executive branch, because you
need to have executive sponsors but also understand and educate
understand the needs of your employees, but also educating your
(22:01):
peers and your coworkers in assance in terms of how
you to mutualize the technology. What's the best practices, so
it takes some resources, but you can do it in
a much more efficient way where you don't have to
assign somebody to really do the actual work, but actually
be more educator once you don't train the trainer in
(22:21):
a sense where I can do something else. I can
work in finance, but I still can be that ambassador
in my area of the enterprise where I can actually
educate people at what I know and help them to
adapt the technology. So same time enterprises again, companies needs
to look for short term, mid term, and long term
plans on how they're going to adapt the generative AI
(22:42):
and look for those initial solutions where it's very inexpensive
just to utilize the technology at the basic level right
and look for opportunities where they can work with different
providers to cover their gaps. Again, whether it's a creative
writing or marketing, campaigns execut or content generation, so it
depends on company needs and requirements.
Speaker 1 (23:06):
That makes sense. It's really really insightful to see how
companies can use resources that are available for them to
start adopting this. So as marketers, we know relationships are everything.
How can brands use AI insights to enhance, not replace
the emotional connections they built with consumers.
Speaker 2 (23:25):
Absolutely. That's another one which I think being overlook sometimes
because companies think that, oh, it is rewire on the technology.
Let's create the chatbots and consumers just can interact with
them and get what they need. But actually they need
a build that system where technology would understand. Okay, a's
a certain point when let's say customer feels that they
(23:49):
wanted to talk to the human being just regardless, or
let's say system feels that customers start getting frustrated because
they're not getting exactly what they need, and there are
some nuanced situations, so automatically pretty much by default transferring
humans to our customers to humans as well to connect
face to face because from research, we know early adapters
(24:10):
of Generator AI in much higher rates actually saying that
they use an interacted technology like chat both versus human being,
because especially younger generations gen z MIRENU also require that
same time, when situation gets complex, consumers want to feel
that they interact with not with just some kind of technology,
(24:31):
but they interact with the human an opposite side, and
we need to build those systems where we quickly identify
those situations and provide human response and human interaction, whether
it's online or offline. Let's say you call in right
check your balance and you have a question and system
(24:51):
not giving you what you need immediately being transferred to
another human being, or even if it's like an in
store Kiosk or let's say Aero and as you know,
you go and you check in and do your stuff
before you find but the same time, if you have
any questions, the customer service representatives is right up there
available to answer any questions you want. So that's the
kind of system we need to build to really create
(25:14):
that human aspect of technology interaction with customers so they
feel that they're not being abandoned per se, right, especially
all the generations the gen X and boomers who actually
have much more custom approach of interact with other humans.
So and also recognizing that sometimes you need to reroute
the system and see that this is my customer I
(25:36):
know of already, right, I know their preferences, I know
their demographic portraits, so it maybe transferring them almost immediately
to the human being by skipping the GENERATIVII stage sometimes right,
because we know that this custom prefers that way. So
and all of those aspects we need to keep in
mind as we're moving forward.
Speaker 1 (25:55):
That makes a lot of sense, I mean, and it
goes into also being at the goal. AI has incredible potential,
But what's your take on ensuring that AI driven marketing
stays transparent and trustworthy, especially with those generations that might
be a little hesitant to implementing it, especially when targeting
diverse demographics.
Speaker 2 (26:15):
Absolutely, and it goes back to basics, right, I already
touched on trust. Let's say January two, AI as technology
versus some brands companies which create a genuarity WAYI And
when I say back to basics, that means have a
transparency have a policy on your website which you will
talk about the data collection and how technology is being used.
(26:38):
But also to have a data governance right, have this
kind of a code of conduct and ethics and how
GENERATIVEA is being used in the interaction with consumers and
internal analysis right as a kind of high level we
also have some of the guardrails and monitoring system internally
(26:58):
to really understand the technology and reliability and what's the
pun in terms of improving the quality of that technology
again back to hallucination aspect of it, right, How reliable
is the charity AI product, we use it right, can
rely on it? So what's the error delta and stuff
(27:18):
like that, And we need to understand that as brands
as marketers, but also clearly communicate that you consumers when
they rely on it. So and assurance again about data
privacy right, the data security, All of those aspects needs
to be communicated to customers. So this whey consumers know
that when they interact with us and utilize the technology,
(27:41):
their data is private, their data is secure, and their
data is manageable by them as consumers. In terms of
I want to add out, don't correct any data on me,
for example, right when you interact with you with me.
That means consumer can feel that they are in charge
of those type of aspects of their interaction data and
as it also includes the January AI because technology will
(28:05):
get access, not only get access, but also collect the
data on consumers, and all of those needs to be
clearly communicated to consumers, measure it, monitored and continue analyzed
in terms of the reliability, security in many other aspects.
Speaker 1 (28:20):
I love that. So looking ahead, what are the most
exciting or transformative trends you see shaping how businesses use
generative AI to connect with consumers over in the next
few years.
Speaker 2 (28:33):
That's a really interesting question because as you know, we
have a lot of different directions which technology might take right.
So and what I think personally, not only the technology
is going to be utilized by us as marketers to
be more efficient effective, like I said, but also probably
(28:55):
what we're going to see the application of JENERARTI in
other areas and aspect of our business, right, whether it's
a product innovation or actually creating opportunities or identifying that
gaining opportunity, identifying those white spaces where maybe a company
as a whole, like almost conference strategy hasn't taken a
(29:15):
role and maybe because based on company expertise, knowledgy, etcetera,
it's a natural way or maybe an opportunity to play
a role in that market or create something or expand.
So that's where I see probably technology can expand, but
also I think next iteration of a technology will bring
many more features and more efficiency in terms of again
(29:39):
creating something almost like a human being interaction where it
will be able to collect all of the type of
content and data and pretty much acting almost as a
human more intelligent, right across all aspects of human interactions
in general. So I think I wouldn't say it's an
artificial intelligence in terms of like intellect, right, but if
(30:03):
we start moving towards that where again, technology is going
to help us as marketers to really dive deeper, not
on into consumers, but our function as marketing or research
on really maybe helping us creating new technology in terms
of how we're going to conduct research, all marketing campaigns
(30:23):
or overall marketing and a future right based on my role,
based on company role, based on my products brand reception
in many others. So those two product innovation identifying new
direction and also helping us as a function to grow
and become even more efficient with understanding where the market
is moving, more immediate response, right, and also creating opportunities
(30:45):
for us as marketers and insight professionals to influence company directions.
Speaker 1 (30:50):
That's a great answer. I love that. I think with
everything going on that's really really exciting, and with all
the innovation happening in AI, what excites you the most
about the future of marketing and consumer insights? What is
next for you?
Speaker 2 (31:05):
Yeah? Absolutely, so, I think a few aspects of that, right, So,
and I want to talk before I answer what's next
for me, but also kind of build down on the
previous question what you said, right, if we and that's
what I would like to support, right, but if we
look at a higher level, I think and I already
mentioned that Number one what's next for me and what
excites me to support and within my company? Number one
(31:27):
hyper personalization, Right, So that enable that level of personalization
that was previously unimaginable. Right, so we can actually really
understand the consumers much faster and create that personalization at
the much micro level and much faster than used to be. Also,
the behavioral analytics and real time feedback again we talk
(31:47):
about that. I'm just trying to kind of summarize and
where we're going forward. Right. So, another aspect voice and
conversational artificial intelligence. Right with the natural engage processing models,
that kind of conversation and understanding the customer becomes much
easier and much broader in terms of capturing aspect all
the aspects of interaction in terms of the mode voice, right,
(32:10):
so speed, how people speak, where, et cetera, to really
understand those kind of human aspects that how people interact
with us AI driven creativity and another factor which actually
very exciting we can really rely on, like I said,
creating those images of art or for example, video content
which is not easily obtainable from traditional sources, and as
(32:32):
a martress will be able to just help TV commercial
or digital commercial based on our knowlch. I will also
talk about ethical AI and consumer trust. That's another one
which is still going to continue evolving, and that's one
that's the aspect I'm going to completely not completely, but
I'm going to dete lots of time in my work
to support that across my enterprise. And the last factor
(32:56):
which you asked me about what's next for me, so personally,
I'm keen on supporting businesses beginning this exciting area by
helping them leverage VII in innovative ethical ways. And when
I say that, it's not only my company but also
my business partners companies because we're work can be to
be environment and that's very important to support that. And
(33:16):
I think really utilizing janiority AI and which will help
me on a personal level and a professional level translate
complex data into actionable insights will continue to be a
key area focus for me going into twenty twenty five.
In twenty twenty six and as we evolve, we need
to continue to work on actually consumer personalization and we
(33:40):
continue building that consumer trust when they interact with us
when we get the junior to VII technology. So overall,
again very exciting future. I think all of us going
to benefit from that on both sides of the code
and politics, both sides of the aisle, consumers and marketers
and researchers, and I'm really free to be part of
those formation.
Speaker 1 (34:01):
I'm so excited to see everything that you do. Everything
that you've talked about has been so exciting and very insightful.
So thank you for sharing your expertise and leaving us
with so much to think about and to apply. It's
been really great to have you on the show. Thank
you for being here with me today and sharing your expertise.
Speaker 2 (34:19):
Thank you so much. Nicole really enjoyed our conversation today.
Speaker 1 (34:23):
Thank you I have as well.
Speaker 2 (34:25):
Thank you.
Speaker 1 (34:26):
That wraps up another episode of Talk Digital to Me,
where we uncover the latest trends and topics in digital marketing, tech,
AI innovation, and strategies for personal and professional growth, from
real time consumer insights to ethical AI implementation. Michael's revelations
about the future of personalized marketing might just change how
(34:48):
you think about customer connections in the AI age. If
you enjoyed this episode, leave a review on Apple Podcasts,
Share it with a friend or colleague who might benefit
from these insights, and subscribe on whatever platform you're listening to. Now.
Until next time, keep innovating, stay ethical, and remember that
in a world of artificial intelligence, authentic human connections still
(35:11):
reign supreme. See you soon.
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