Tag: consumidores

AI is redefining the future of Christmas shopping

Artificial intelligence tools are transforming the consumer shopping experience, although their adoption in this area is still in its early stages. According to a report by VML, 68% of global consumers have used AI tools, but only 2% use them for making purchases. This data suggests significant potential for future adoption, especially in a festive context where purchasing decisions become more complicated. Amanda Bailey, client director at VML, emphasizes that agent commerce will radically change the way sales events like Black Friday unfold. New era […]

Artificial intelligence tools are transforming the shopping experience for consumers, although their adoption in this area is still in its early stages. According to a report by VML, 68% of global consumers have used AI tools, but only 2% use them for making purchases. This data suggests significant potential for future adoption, especially in a festive context where purchasing decisions become complicated. Amanda Bailey, client director at VML, emphasizes that agent commerce will radically change the way sales events like Black Friday unfold.

New era for Black Friday

Bailey claims that consumers are expected to delegate the task of monitoring deals and products to AI agents, which will act as personal assistants. These agents could, for example, inform consumers about products in stock or alert them about relevant sales, allowing users to customize the parameters of their searches, such as their budget or preferences. Delegation is the new convenience, Bailey states, emphasizing that trust in these systems is essential for their full adoption.

Brands are adapting their approach to be easily identified by AI. This involves registering product information in a way that is easily assessable by algorithms, leading to brands being considered by both humans and machines. Algorithmic trust becomes crucial, as agents filter unverified information, impacting the brand’s visibility in digital environments.

With tools like OpenAI’s Pulse and Atlas, this task becomes easier. Bailey suggests that the new proactive notification feature of these tools could revolutionize the way consumers engage with e-commerce, making them more likely to adopt AI in their purchasing decisions. Therefore, the ability of brands to build trust and optimize their online presence will be crucial in this new era of sales.

Consumers are increasingly frustrated by manipulative payment experiences

In a world where the payment experience has become a feeling of manipulation, consumers are increasingly frustrated. Examples are becoming more common, from parking at sporting events to purchasing products online, where they are presented with the need to pay more for services that should be included. This trend reflects how marketing has evolved into an extraction model, where more resources are taken from consumers than are returned in value. Empowering consumers Nicole, creator of the YouTube channel According to Nicole, […]

In a world where the payment experience has become a feeling of manipulation, consumers are increasingly frustrated. Examples are becoming more common, from parking at sporting events to purchasing products online, where they are presented with the need to pay more for services that should be included. This trend reflects how marketing has evolved into an extraction model, where more resources are taken from consumers than are returned in value.

Consumer Empowerment

Nicole, creator of the YouTube channel According to Nicole, has pointed out this critical dynamic, arguing that companies are creating fictitious problems in order to sell solutions. This lack of authenticity in the offering has generated increasing distrust among consumers, who now see the shopping experience as a maze full of traps rather than a path to improvement.

Advertising fraud is also set to be a devastating factor in this crisis of trust, with projections indicating that it will drain about 172 billion dollars from global advertising budgets by 2028. The poor quality of the data underpinning marketing has jeopardized the effectiveness of AI-driven automated decisions, creating a cycle that amplifies distrust.

To address these challenges, it is essential to reevaluate how data is collected, shared, and valued. The idea of giving individuals control over their own information is proposed, which could lead to more ethical and effective marketing. This change would not only benefit consumers but could also revitalize marketing professionals, freeing them from the burnout and pressure they face in systems that extract more than they contribute.

Dupes are taking over TikTok, but at serious legal costs

In a context marked by rising prices and inflation, a significant increase in the purchase of “dupe” products (imitations) by high-income consumers has been observed. This phenomenon has been largely driven by social platforms like TikTok and Instagram, where these products have become highly popular. Brands must adapt to this trend, as high-income consumers are acquiring dupes at a faster rate than those with fewer resources. Costco, one of the major affected parties, is responding to the growing threat that dupes pose to brands […]

In a context marked by rising prices and inflation, there has been a significant increase in the purchase of “dupes” (imitations) by high-income consumers. This phenomenon has been largely driven by social platforms like TikTok and Instagram, where these products have become highly popular. Brands must adapt to this trend, as high-income consumers are acquiring dupes at a faster rate than those with fewer resources.

Costco, one of the major affected

In response to the growing threat that dupes pose to established brands, some companies, like Lululemon, have chosen to take legal action. Lululemon has sued Costco, accusing the retail giant of “illegal trade” for selling products that imitate its brand, arguing that Costco is taking advantage of its reputation. Despite the controversy, a recent survey by Retail Brew reveals that 81.6% of consumers support Costco in this matter, favoring its right to continue selling such products.

Additionally, legal defense could intensify, as design patents, a type of intellectual property rarely used in the fashion and furniture industries, could become a crucial tool against the proliferation of dupes. Experts suggest that brands should consider using influencers and online communities to promote their products and competitors in this increasingly complicated market landscape.

Dupes do not seem to be a passing trend; they are evolving and adapting to current consumption habits. Retailers must seek opportunities where their customers are willing to opt for more affordable options, and use consumer research data as a basis to develop private labels and products that can attract these buyers.

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