How generative AI will change buying behavior and so your customer experience - Steven Van Belleghem

Summary

This video argues that AI will reshape marketing by transforming how customers make purchasing decisions. Rather than focusing only on productivity gains for marketers, the speaker warns that AI assistants will become personal gatekeepers, offering users one to three curated options instead of long search results. That shift means brands must ensure discoverability through rich data, linked consumer insights, and strong customer reviews to pass AI filters. Crucially, the speaker contends that AI will make brand strength more important than ever—if a consumer asks for a brand, the AI will likely deliver it—so heavy investment in brand-building is essential.

Takeaways

• 🤖 Artificial intelligence is set to transform marketing, not just in how marketers work, but in how customers make decisions.
• 🧠 Most current discussions about AI in marketing focus on productivity and job changes, overlooking shifts in consumer behavior.
• 🔍 In the future, AI systems will become trusted gatekeepers for consumers, similar to how traditional media or social media once were.
• 💬 Consumers will interact with AI assistants to get curated, personalized answers instead of scrolling through endless search results.
• 🛍️ Buying behavior will shift dramatically as AI platforms filter and recommend products based on consumer data and preferences.
• ⚙️ Marketers must understand how AI filters products — determining which brands are shown and which are hidden from consumers.
• 📊 To ensure their products pass through AI filters, brands need robust data, positive customer reviews, and strong digital visibility.
• 🏷️ Building a strong brand will become more important than ever, as AI systems are most likely to recommend recognized brands by name.
• 💡 The arrival of AI signals a major shift from search-based discovery to AI-driven recommendation and trust-based decision making.
• 🚀 The biggest impact of AI on marketing will be its influence on customer experience and how brands must adapt to remain visible and relevant.

Q & A

How will AI change the way customers make purchasing decisions?

AI will fundamentally alter consumer purchasing decisions by acting as a trusted gatekeeper. Instead of browsing endless product listings, consumers will receive a few tailored options based on the data the AI has about them. This means AI will be the filter that helps determine which products and brands a consumer sees.

What role did traditional media play as a gatekeeper in the past?

In the past, traditional media like newspapers, radio, and TV acted as gatekeepers, guiding consumers' access to information. They helped shape opinions and influence buying behavior by controlling what information was disseminated to the public.

How will AI platforms act as the new gatekeeper for consumers?

AI platforms will replace traditional media as the new gatekeeper. Instead of consumers searching through long lists of products, they will ask an AI system a specific question and receive a small, curated list of options based on their needs and the AI’s knowledge about their preferences.

What example does the speaker provide to explain how AI could impact product selection?

The speaker uses the example of asking an AI system for batteries. Instead of a long list of battery options, the AI will provide a few, curated options based on the consumer’s question and the data the AI has about the consumer.

What will happen if a consumer specifically asks for a particular brand?

If a consumer specifically asks for a brand, like Colgate toothpaste, the AI system will likely provide that brand, demonstrating how AI will reinforce brand loyalty by prioritizing well-known, trusted brands when they are specifically requested.

What challenges might brands face with AI systems acting as gatekeepers?

Brands may face the challenge of being filtered out by AI systems if they do not have sufficient information, customer reviews, or consumer data linked to their brand. Ensuring that the AI has enough relevant data to recommend a brand will be crucial for marketers.

What factors will become increasingly important for brands to ensure they are recommended by AI systems?

To be recommended by AI systems, brands must ensure they have enough customer reviews, detailed product information, and strong links to consumer data. These factors will be key to ensuring that the AI recognizes and recommends their products.

How will the rise of AI make branding more important for marketers?

With AI systems filtering what consumers see, strong brand recognition will be more important than ever. Brands that are recognized and trusted by AI platforms will have an advantage because consumers will likely receive those brands as top recommendations when they ask for a specific product.

What does the speaker believe is the biggest impact AI will have on marketing?

The speaker believes the biggest impact AI will have on marketing is the heightened importance of branding. Marketers will need to invest more in building and maintaining strong, trusted brands to ensure they are recommended by AI systems.

Why does the speaker mention Colgate toothpaste and batteries in their example?

The speaker uses these examples to illustrate how AI might filter product recommendations. For instance, asking for a specific brand like Colgate will likely return that brand, but asking for a generic product like batteries raises the question of how AI decides which brand to show and which to exclude.