As we delve further into the digital era, the boundaries that once defined the likes of Apple and Google are beginning to blur. That's right. As AI continues to evolve and impact our digital ecosystems, we are on the brink of significant changes in our access to content and how we interact with these platforms. This was a topic of great interest during a recent Rankable podcast episode, where I had an engaging conversation with Garrett Sussman about data, AI, and the changing landscape of digital marketing. The concept of 'walled gardens' in data marketplaces is rapidly becoming a thing of the past, and the traditionally insular ecosystems are starting to collapse. In its place, an age of data strategy with a focus on consumer data is emerging. AI technology, able to mimic human actions such as mouse movements and clicks, is changing the dynamic. Brands that harness this data appropriately could potentially capture a significant market share.Objective knowledge, both branded and unbranded, is now being developed. Brands are trying to build a knowledge base that doesn’t need to rely on rivals for information. For instance, my nine-year-old son frequently interacts with his Amazon device. While the device currently relies on Google for answers to many questions, the goal for brands like Amazon is to develop their database so they can support these interactions independently, without having to cite Google or any other source.This shift has significant implications for marketers. As AI allows for increased data leveraging, how consumers interact with your platform is going to change. The future for digital marketers lies in understanding these advancements and adapting strategies accordingly. Effective use of AI and data can enhance user engagement and satisfaction.It's important, as we witness these transformations, to deeply understand the role of data in this heightened digital marketplace. "Reinventing Capitalism in the Age of Big Data" by Mayer-Schönberger is a commendable read that explores this shift. Whether Apple, Amazon or Google, brands are marching toward a reality where they have unique databases that support consumers.In conclusion, the internet that was once a gateway to world knowledge, is now evolving into a gateway to content. It's artificial intelligence with its ability to mimic human behavior that's breaking the current ecosystems. The 'walled garden' theory may no longer serve in this new landscape. Embracing these changes is the key to surviving in this rapidly changing digital ecosystem. As digital marketers, it's incumbent upon us to adapt, innovate, and lead the charge into this exciting new frontier of AI and data strategy.
