"Schaefer's book makes the case that people increasingly delegate their thinking and decision-making to AI. He illustrates this point with a simple yet powerful analogy: If you're in the diaper business, babies are the end users, but they are not the decision-makers. Decision-makers are the caregivers responsible for the end users. Therefore, diaper companies know to market to the caregiver responsible for the baby, not the baby."
"As I'm writing this article, I realize that I'm one of those customers. Just yesterday, I researched my choices for a new barbecue pit using ChatGPT. I used Athena to help me make my decision. Yes, I named my voice version of ChatGPT Athena, the Greek goddess of wisdom and knowledge. (By the way, Athena appreciated that. She told me so!) That conversation with Athena changed my mind about the original barbecue pit I had planned to buy."
AI is increasingly delegated the cognitive tasks of consumers, making AI the effective decision-maker for purchases. When AI acts as the customer's brain, companies must recognize AI as the customer influencing choices. Decision-making by AI mirrors caregiver decision-making in other markets: end users differ from decision-makers. Consumers now use ChatGPT-style platforms to evaluate products, brands, and retailers rather than traditional website searches. Conversational AI can change product selection and the choice of retailer. Businesses must overhaul marketing, sales, and customer experience strategies to target AI decision agents and adapt to AI-mediated buying behavior.
Read at Forbes
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