Attending the International Funkausstellung (IFA), the world’s largest consumer tech trade show, in Berlin was a marathon of dazzling devices, dizzying displays, and deafening sounds. This year, the focus for most brands was on the impact of artificial intelligence (AI) on the next generation of consumer electronics.

AI is transforming the user experience and making everyday technology more intuitive and personalized. It is being integrated into smartphones, devices, and appliances, enhancing their functionality. For example, LIVALL’s cycle and motorcycle helmets use AI to keep riders safer and more alert. Amazfit’s Balance smartwatch utilizes AI to create customized fitness plans and includes a personal trainer AI chatbot for added motivation.

The main advantage of AI is personalization at scale. By capturing large amounts of data, brands can create bespoke responses and recommendations for users. “AI and machine learning enable our devices to understand user preferences, adapt to their behavior, and provide customized recommendations,” said Olivier Dobo, marketing director at Honor UK.

AI also has the potential to revolutionize marketing. Although it is not yet extensively used in day-to-day marketing operations, it provides access to information quickly. TCL Communication’s marketing director for EMEA, Alexandra Chevrier, states that AI-powered language models have been experimented with for content creation. However, the technology is not yet mature enough for widespread deployment. Leon Cheng Deng, CFO of Amazfit owner Zepp Health, believes that marketing already benefits from automation and predicts that the future will bring tailor-made marketing customized to consumer spending patterns and behavior.

While the discussion around AI and marketing has moved beyond fears of job loss, there are still pragmatic concerns. Hisense’s marketing director, Alenka Potočnik Anžič, warns against rushing into AI without a clear plan, particularly for marketers working across diverse European markets. Concerns include data privacy, biases and inaccurate content, and the need for industry guidelines and common standards.

As the integration of AI in consumer electronics continues to advance, it holds the potential to transform the user experience and marketing strategies. However, it is crucial to address the challenges and risks associated with AI to ensure its successful implementation in the industry.

Sources:
– “AI at IFA” – Source Article
– “How AI will improve marketing” – Source Article
– “Fools rush in” – Source Article