[Video] The Death of Advertising and Rise of AI-Driven Consumer Insights: Hamish Brocklebank’s Vision

Jun 7, 2024

At the IIEX Conference 2024 in Austin, Hamish Brocklebank, CEO and co-founder of Brox AI, delivered a compelling keynote titled “AI Will Destroy Advertising as We Know It, and Why Research Will Be King.” He explored how AI is revolutionizing market research and advertising, predicting a future where AI-driven consumer insights and shifting consumer behaviors will redefine the landscape.

The Demise of Traditional Advertising

Hamish argued that AI will significantly disrupt traditional advertising methods. AI agents will handle more tasks for consumers, reducing the need for targeted ads. Consumers will rely on AI to make purchasing decisions based on their values and preferences, making persuasive advertising tactics obsolete.

"The space for which you're going to have to advertise at people, there's going to be an awful lot less." — Hamish Brocklebank, CEO, Brox

AI-Powered Agents: The New Consumer Gatekeepers

Brocklebank's vision centers on agentic LLMs (Large Language Models), AI-powered agents that will act as personal shoppers, travel agents, and even family communicators. These intelligent assistants will fundamentally alter consumer behavior.

"These will be models that will go and shop for you. They will book your flights. They will interact with your family for you." Hamish Brocklebank, CEO, Brox

The Rise of AI Agents

AI agents will revolutionize consumer interactions with brands. These agents will shop, book flights, and even interact with family members, reducing the need for traditional advertising. This shift will make it crucial for brands to invest in AI-driven market research to understand their customers better.

Example: Imagine an AI agent that books a family vacation based on previous preferences, budget, and ethical considerations, eliminating the need for persuasive travel ads.

Transforming Market Research

Hamish highlighted three significant changes:

  • Consumer Behavior Disruption: AI agents will make consumers more rational.

  • Decline of Content Marketing: AI-generated content will overwhelm traditional marketing methods.

  • Shift in Advertising Models: Streaming services may eliminate commercials as AI reduces content production costs.

"We're going to end up in a world in two years' time that's going to be very, very different." Hamish Brocklebank, CEO, Brox

Implications for Brands

Brands must focus on ethos and logos, conducting extensive market research to build authentic relationships with consumers. AI-driven consumer insights will be essential for creating products that resonate with their target audience.

Anecdote: Hamish likened future consumer behavior to that of billionaires who rely on personal assistants, suggesting brands may need to operate more like luxury goods companies.

The Future of Market Research

Hamish predicts a golden age for market research, driven by AI's ability to provide real-time, accurate, and scalable insights. Brands that leverage AI technologies will be well-positioned to succeed in a rapidly evolving market.

Example: AI can provide real-time feedback on a new product launch, allowing brands to adjust strategies instantly.

Conclusion: Key Takeaways

  • Revolutionizing Market Research: AI transforms market research with real-time, accurate, and scalable insights.

  • Enhanced Data Collection and Analysis: AI-powered consumer insights improve efficiency and precision.

  • Predictive Analytics: Businesses can anticipate customer needs and optimize strategies.

  • Transforming Customer Journeys: AI offers personalized, seamless experiences, enhancing customer satisfaction.

  • Data-Driven Decisions: AI-driven insights provide a competitive edge.

  • Benefits of AI Tools: AI-powered tools offer enhanced accuracy, efficiency, and scalability.

  • Future Advancements: AI will continue to advance, providing greater reliability in models and transforming the consumer landscape.

By adopting AI technologies now, businesses can harness the full potential of consumer insights, optimize marketing strategies, and gain a competitive edge in a rapidly evolving market. AI is transforming market research, and those who leverage its advancements will be well-positioned for success.

For a deeper dive into the future of market research and how AI is transforming consumer insights, watch the full presentation by Hamish Brocklebank at IIEX 2024. Gain valuable insights into why traditional advertising is evolving and how your business can stay ahead of the curve.

Watch the Full Video

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