Street in a modern society , given that we buy much more online nowadays ?” The answer supposedly lies in using AI-powered smart technology to blend the physical and digital shopping experiences even further . AI might mean that physical stores become digital showrooms that use digital displays to create those experiential customer interactions that Girard mentioned .
Copenhagen mixed reality firm Realfiction has been working on using holograms ( another win for Robert Zemeckis ’ vision of the 21st century ) to accomplish this since 2008 .
Its range of holographic display cases have been used by global brands like Lego , Best Buy and whiskey maker Ardbeg to generate attention that resonates with a consumer class that increasingly lives beyond the reach of classic advertising .
According to a company blog , “ to compete with ecommerce , shopping malls and retailers must consider what experiences they can provide that cannot be found online and will give visitors an exceptional experience that makes them want to return again and bring their friends .”
Alternately , apps like IKEA Place and Amazon Showroom let users preview in 3D what items of furniture would look like in their homes . Belarusian startup Wanna Kicks , meanwhile , has an app that lets sneaker fans “ try on ” rare and expensive shoes .
The AI that powers these hyperimmersive , personalised customer experiences is shaping up to be the driving force behind marketing in the coming decade . From increasingly intelligent chat bots to analytics that will , according to an anonymous CMO interviewed in IBM ’ s report , “ predict what customers want before they even know they need it ”, AI is ensuring that , once again , the relationship between company and customer will never be the same .
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