As AI technology advances remarkably, the presence of AI playing more active roles in the real world is growing. Technologies like "machine customers," which place orders for goods and services on behalf of humans, and "embodied AI," which possesses physicality to support human tasks, are generating buzz. Grasping these trend words may offer hints for improving productivity and safety in business settings. This article highlights five trending terms currently making waves.
The " Machine Customer " Phenomenon Transforming Marketing
"Machine customers" refer to machines or software purchasing goods or services on behalf of humans using AI and other technologies. Originally proposed by a US research firm, this concept is already in practical use, for example, in services that detect remaining quantities of consumables like ink or food and automatically place orders. The benefits of "machine customers" lie in efficiency and rationality. They are highly compatible with fintech, which completes financial transactions entirely online. Some experts believe an era where AI autonomously handles financial transactions is not far off. As "machine customers" become more widespread, certain marketing approaches may need to shift from emotional appeals to humans toward rational approaches tailored for machines. In a way, machines might even be easier to turn into loyal customers. Why not start deepening your understanding of "machine customers" now?
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AI with a Body? Why " Embodied AI " is Called the "Pinnacle of AI Technology"
"Embodied AI" refers to agent-based AI with physicality, akin to robots equipped with advanced AI. By giving AI—currently primarily used digitally—a physical body, it becomes capable of manipulating objects and collaborating with humans. This is expected to expand its applications, such as supporting tasks in medical settings or hazardous environments. Its ability to integrate visual and linguistic information through multimodal technology enables more natural interactions with users. Some even call it the "culmination of AI" because it incorporates nearly all AI technologies. While practical implementation of "Embodied AI" faces high hurdles due to the need for diverse, high-quality data collection and processing in the physical domain, over 100 related companies have already emerged in China, driving active development. As a key trend in AI, its future developments warrant close attention.
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Connecting with Customers in the SNS Era: What is " Share of Culture "?
"Share of Culture" is a new approach to connecting with customers in the SNS era that many brand CMOs are focusing on. While the traditional "Share of Voice" emphasized advertising and media exposure volume, "Share of Culture" aims for brands to deeply connect with consumers as part of their culture through content and entertainment. Major coffee chains, which offer unique products and experiences, becoming cultural phenomena are prime examples of its success. One study highlighted six defining elements of "Share of Culture" (influence, leadership, trust, engagement, sustainability, quality). Higher scores in these areas indicate greater cultural influence and presence, suggesting that sustained connections with users translate into sales and customer loyalty. Consider this a hint for developing new marketing strategies.
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Like a Side Dish? The Changing Values of China's Gen Z Revealed Through " Electronic Zha Cai "
Among China's Generation Z, the practice of watching videos on smartphones or tablets during meals has become widespread. They refer to this phenomenon, where digital content functions almost like a "side dish" to their meals, as "digital pickles." While dining with family and friends was common in China, "electronic pickles" gained traction as individual meals became encouraged during the pandemic. A similar trend is seen in South Korea, partly due to reduced resistance to eating alone, influenced by Japanese gourmet dramas. Short-form videos are primarily consumed as "electronic pickles," reflecting the growing global trend of prioritizing time efficiency. When approaching the Chinese market, strategies that incorporate these shifts in values and lifestyles may prove effective, such as initiatives timed for "Singles' Day" (November 11th), a crucial date for China's e-commerce business.
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Smartphone-Optimized Web Design: " Smartphone-Responsive "
In recent years, the term "Smart-responsive (site)" has become established to describe websites that display a design layout resembling a smartphone screen even when viewed on a PC. Also called "smartphone-specialized sites," they typically incorporate design elements like placing navigation or key visuals in the margins created on either side of the screen to reduce the sense of discomfort when viewed on a PC. While "responsive" designs, which change layout between PC and smartphone, are currently mainstream, "Smartphone-Centric" is increasingly chosen to enhance affinity with smartphone users and reduce production costs. Because this approach is designed with smartphone users in mind, it's well-suited for industries targeting younger demographics, such as education and apparel, as well as for campaign sites linked to social media. On the other hand, in B2B industries where PC users are predominant, the reduced readability could backfire. Therefore, it's crucial to thoroughly consider the characteristics of the target users and the site's purpose when implementing this approach.
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This month, alongside AI-related keywords, we also covered trends like "Share of Culture" and "Digital Zha Cai," reflecting the influence of modern digital culture and its impact on consumer behavior. These keywords highlight the importance of brands and services becoming integral parts of people's daily lives, deeply intertwined with their lifestyles and values. By understanding both the advantages and disadvantages and applying this insight to your marketing, new strategies may emerge. If you're considering marketing approaches incorporating AI utilization or trends, please don't hesitate to reach out to us.
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