I’d heard of B2B2C, but I recently stumbled upon B2R2C in an article in Forbes: Why CMOs need to start thinking about Business To Robot To Consumer (B2R2C):
Today, robots are already engaging with customers on a personal level. Bots can qualify leads, personalize user experiences to create custom ads, simplify the purchase process, and even help customers shop and style themselves. For instance, H&M uses a messaging chatbot that helps customers find clothes and outfits using conversation, as if the customer was shopping with a friend. These examples are just a few as to how people already engage with robots.
As talking to and relying on robots become more mainstream, it only makes sense that robots are marketed to so that they know what to offer and suggest to people based on their personalized preferences.
It may seem early for this, but the direction is clear.
Millions of users across the globe use digital assistants like Alexa, Google, and Siri on a daily basis. These devices already use Artificial Intelligence to try to predict what we’re going to type, what we may ask, or what we might need. For instance, these voice command services can predict if we’re coming down with a cold from the sound of our voice. These systems will only become stronger and more adept as the technology improves and our confidence in their advice and capabilities becomes more mainstream. Our voice assistant will know when we need something before we need it. That means for CMOs, now’s the time to create a strategy for marketing to robots.
But what happens when the CMO’s decisions are taken over by bots? We then will have the CMO bot deciding which consumer bots to target. In a bot filled universe, humans will have a place too. They will turn into something capitalism ultimately wants them to be: just consumers.
If you thought Wall-E was merely trying to be funny, think again.