Designs on the Future: Fjord's 2018
"This has really big brand and marketing implications. The basic premise is that, in both the digital and physical world, we're influenced by what we see. We're shown lots of stuff, and we might get promotions, and we make a decision and pay for it." When people start using voice and chat interfaces instead, that's a "fundamental challenge."
With voice, "it's not practical to present 20 or 30 options for you." In order to create least friction, for example, Alexa might just choose the brand for you, based on purchase history and inventory. "I had always thought this would lead to massive challenges for the numbers two, three, four brands. The number one brand will be safe." But what if the answer from Alexa is to order Amazon Basics? "The gatekeepers have all the control. If they want to, they can become the biggest brands themselves."
Next: "A Machine's Search for Meaning."