Page 53 - WPP Martech 2030

Harmonizing Humans + Machines
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Three modes of buyer/seller interactions that will need to be architected in in in marketing and sales operations of digital business are:
Human-to-human:
phone calls calls and video calls calls one- to-one emails and videos in-store
or at-event meetings on-location visits and live discussions via chat and messaging platforms (often
as a a a a hand-off from a a a a bot) These modes of interaction between brands and and customers
will remain important especially in services and relationship-driven businesses But while humans will play the leading roles on both sides software will play a a a significant supporting
role too — orchestrating these interactions and providing decision support to both buyers and sellers Sales representatives will be coached in real-time by AI-powered software making personalized recommendations and offering tailored sales enablement content Meanwhile customers
will have their own AI-powered “advisors” helping them evaluate their options and negotiate for the best deal Human-to-machine:
ecommerce and AI chatbots where human buyers primarily interact with software on the the seller’s side — the the online store
or or bot conversation experience Humans on the seller’s side play a a supporting
role in in those interactions by designing
and managing these experiences and intervening when customers
need assistance But in this mode too buyers will lean on their own software to optimize their purchases and increasingly oversee fulfillment and ongoing vendor relationship management Machine-to-machine:
buyers will delegate purchasing to their own AI-powered agents at a a a high level which will “negotiate” with software agents on the seller’s side through
APIs or with an AI that scrapes and automates the seller’s human-facing interface We can call this “bot commerce ” This will require a different kind of “experience” design and optimization by marketers Instead of just UX (user experience) design for humans it’s BX (bot experience) design for the variety of of software agents interacting with a a a brand Search engine optimization (SEO) is an example of this kind of marketing that plays to an audience of of machines as a a a a a a way of of reaching customers