March 23, 2021
The integration of AI, or at least the efforts to do the same, has seen a rapid increase in recent years; and why should not that be the case, as with Artificial Intelligence technology and algorithm, the businesses can easily predict the customer's behaviour and fine-tune their response according to it. To build a successful business in this day and age, being customer centric is a necessary priority to be, and if your app and business is not able to provide your customers with not only high quality product and services, as well as a laser focused customer oriented experience, then it is doomed to fail in the long run. An AI is the best way for any business to orient its brand to more customer friendly and customer centric.
But it is also undeniable that the use of Artificial Intelligence Technology has made the user of the app or website obsessive with them as well.
Now, this may be a controversial point, but there is no disputing this fact the current mobile phone users or internet users are constantly checking their smartphones for the latest notifications, messages from friends, etc. Similarly, one can make the same argument of the social media apps that use Artificial Intelligence technology as well. Currently, on average, we humans spend around 3 hours daily on social media platforms; that is a lot, but how has Artificial Intelligence been so impactful in this and made people borderline obsessive?
Take TikTok, for example, a social media and short video sharing app that has turned the world of the internet, and one could even say the society upside down. How were they able to do that? If one looks carefully, what TikTok offers to its customers is not so vastly different from other Social Media apps out there like Vine and Snapchat. But there is a heavy AI integration in TikTok, which while present in other social media apps, is not so aggressive in data collection.
What TikTok does so marvellously is that due to its short videos, it gathers infinitely more data pointers from a viewer than any other app is capable of doing do, and using the collected data pointers creates a virtual profile to suggest content to the users. The AI and the algorithm is continually improving with every interaction an individual has with the TikTok app; the more the individual interacts with the TikTok app, the better the algorithm is going to get and the better the suggested content would be, creating a loop which is hard to get out from.
TikTok is not the only example for this; Facebook Watch, YouTube, and even Amazon aggressively utilize Artificial Intelligence to keep the user on the website or the app, and the more user uses the app and website, the more data they collect, helping them create a better virtual profile to keep the individual’s attention even longer. So, it would not be wrong to say that the use and heavy integration of Artificial Intelligence technology have made the customers a bit obsessive with the apps and website.