The importance of audio as a brand marketing tool will accelerate quickly as it is increasingly twinned with AI applications to enhance consumer journeys.
That was the CES 2018 take away for Pandora’s newly minted CMO Aimée Lapic, who is seeing more lifestyle brands becoming integrated into consumer electronics devices than ever before.
“This trend is becoming more mainstream and it allows for brands to determine their sonic identity and really use AI to have a much more scalable presence there,” said Lapic. However, Lapic added that most brands remain focused on their visual branding efforts, despite the fact that consumers are quickly embrace a broader engagement model.
“I don’t necessarily think most brands area really ready to figure out how to do that and the criticality” of AI powered audio that will be embraced by consumers at a rapid rate, said Lapic. “Voice will enable our customers to really take advantage of this trend and give them access to the everyday things that they need.”