An enterprise's ability to achieve super personalization and on-demand delivery is as important as the products it produces.
The ability to meet the needs of every consumer at a specific time and scene is a new symbol of competitive advantage.
Providing a real-time, relevant, consistent and pleasant consumer experience is the key to achieve differentiation in every link of interaction with consumers.
In short, applied intelligence is a smarter, faster and more effective way to collect, process and analyze data and create insights. It can be used to help enterprises identify clear action opportunities and, if possible, automatically perform these tasks to release business value.
Application intelligence consists of three intertwined solutions: data analysis, artificial intelligence and automation.
Change to 1. Data dimension upgrade
Online and offline omni-channel consumption data collection, ubiquitous cameras, sensor devices and smart devices, and third-party data platforms enable consumer goods companies to obtain consumer data assets that were unimaginable in the past.
Digital and intelligent technologies are helping more and more consumer goods companies to obtain online and offline omni-channel consumer data. In stores, artificial intelligence can help enterprises obtain real-time data and in-depth analysis. In the past, offline data reports in days, weeks and months can be shortened to real-time reports in hours or even minutes. Online, from social media to e-commerce platforms, enterprises have the opportunity to receive and analyze consumers' opinions and feedback at every contact point. Platform companies with a large number of users, such as BAT, have natural data advantages, and the construction and expansion of consumer databases with them also provide new data sources for consumer goods enterprises. In addition, with the intelligent development of consumer goods, the product itself is becoming another important channel to obtain consumption data.
With the popularity of smart phones, ubiquitous cameras and sensors can help enterprises obtain more in-depth and real-time response data. For example, cameras with emotion recognition function in stores can capture consumers' "first impressions" of products at the first time, and some brands have begun to try to use eye tracking technology to understand consumers' preferences for their product packaging and categories, and accordingly improve product packaging design and adjust categories.
The data center collects multi-source data and assets the data, which can integrate the internal and external data of enterprises, make better use of analysis tools such as AI and Analytics, deeply analyze and develop the value of these data, and provide new possibilities and breakthroughs for high-quality consumer interaction. For example, AI can combine multi-dimensional data such as product functions, user characteristics, environmental characteristics and collaborative characteristics through algorithms to recommend the most suitable products for users in specific scenarios.
Change 2. Personalization of process
Application intelligence pushes personalization to a new height. Ultra-fine-grained personalization runs through the whole process of consumer interaction, bringing consumers a ubiquitous and real-time updated mobile personalized experience.
With the increase of consumers' personalized demand, the demand for personalized degree is also increasing. Intelligent application can help enterprises reduce the cost of consumer interaction, and at the same time, through the intelligent supply chain that follows the rapid iteration of consumer demand, it can realize ultra-fine granularity customization and realize the personalized needs of thousands of people. Consumers can choose their own powder cakes from tens of thousands of color numbers, and the taste of beer they buy can be improved in real time. 3D printed masks can ensure that the purchased masks fit your face perfectly.
Intelligent technologies, such as machine vision, emotion recognition, voice recognition and sensors, can track and analyze the state of consumers, promote the development of intelligent consumer products, and give new meaning to personalized customization. The products purchased by consumers have their own customization functions, which can be adjusted and customized at any time according to the personal situation of consumers and even the surrounding environment. For example, powder cake is becoming a skin printer, which can make subtle modifications and changes to the skin; Skin care products are becoming skin care products manufacturing instruments, and consumers can adjust the formula at home according to the skin condition of the day.
Change 3. Innovation of human-computer interaction experience
Big data and intelligent technology can achieve more efficient customer interaction through collaboration or even replace manual work. Although consumers sometimes complain that it is not perfect, the development of intelligent technologies such as AR/VR, voice and image recognition is pushing the virtual interactive experience infinitely close to the real world.
With the help of intelligent technology, the interaction between consumer goods enterprises and consumers will become more real and three-dimensional. The "cultivated" AI virtual idols have the ability of self-learning, can grow with consumers and become a new force to promote the fan economy.
AR technology has become the new favorite of Budweiser, Pepsi and Burger King in recent years with its immersive interactive experience and online and offline linkage. Especially during the epidemic, AR technology has become an effective channel for brands to communicate with home users. During this period, Snapchat's AR filter advertisement successfully attracted the launch of L 'Oreal, Universal Pictures and other well-known companies.
5G is bringing high-light moments to VR and AR, which can make products more truly displayed in front of consumers and give them an immersive shopping and consumption experience. Different from the previous mobile communication technology, 5G can not only support voice and visual interaction, but also add "tactile" scene interaction. For example, online shopping will no longer be just a virtual fitting, but also a perception of the wearing effect, and the texture of clothes can also be perceived through the Internet of Things.
Change 4. Products become interactive ambassadors
The application of intelligent technology in consumer goods industry is mostly in the fields of production, supply chain and digital marketing, but more and more consumer goods are becoming scientific and technological, from beauty care, home care to sportswear, and smart consumer goods can be seen everywhere.
The intelligentization of products makes physical goods a part of information interaction, which not only expands the functional attributes of goods, but also changes the relationship between enterprises and consumers. Data collected from smart products can be fed back in time and updated to the whole product life cycle. Consumers will no longer be just users of products and services, but also developers of products.
The mature application of intelligent voice technology and natural language processing (NLP) empowers a large number of terminal consumer products with voice interaction function. With the opening of the era of intelligent life, artificial intelligence products will move from machine-centered human-computer interaction to human-centered intelligent interaction. From the most mainstream voice interaction at present, it has gradually upgraded to emotional interaction, somatosensory interaction and even super interaction of brain-computer connection.
Everything involved in life, from beauty care, clothing and home care, to home appliances, vehicles and even the house itself, is in the evolution of intelligence. To realize the real intelligence of products of consumer goods enterprises, we must rely on the collection and data sharing of various intelligent hardware devices. In the era of intelligent life, the large-scale application of intelligent products requires active ecological cooperation among enterprises.
People-oriented, data-oriented and technology-driven, are the key to realize the application of intelligence to reshape consumer interaction.
Value-oriented interactive strategy of artificial intelligence
? Determine the priority of applying intelligent technology according to the value potential;
? Rapid prototyping of products and services.
Release the value of consumption data
? Collect data comprehensively, dismantle data islands and unlock data value;
? Using internet of things to control real-time consumer data flow.
Embrace the new data science
? Adopt advanced algorithms, such as A I, machine learning, Internet of Things, blockchain, etc.
? Rapid product testing and iteration in agile environment.
Design a new user experience
? Embedding application intelligence into the entire consumer interaction journey;
? Innovate the interactive experience of AI consumption with "consumers" as the center.
Practical moral artificial intelligence
? Ensure the stability, safety and traceability of the intelligent system;
? Protect consumer privacy and safety.
The opinions in the report belong to the original author and are for reference only. Report producer/author: Accenture)
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