The line between the real world and the digital world is becoming increasingly blurred. Perhaps Joaquin Phoenix's relationship with OS Samantha in the acclaimed sci-fi film Her is starting to fall more on the science side than the fiction side! The truth is that consumer behavior is changing, with a rapid shift from trusted brands to trusted platforms. Artificial intelligence is now more of a partner/consultant and not just a "servant" of the consumer. Providing intelligent recommendations based on consumer needs and behavior offers brands the opportunity to elevate themselves through the relevance of artificial intelligence, and therefore the importance of access to behavioral data. Building and using these platforms in your marketing strategy is therefore crucial to acquiring customers. The opportunity that VAD/AI offers marketers, however, goes beyond customer acquisition and retention. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Today, satisfied customers are loyal and act as advocates for a brand. VAD/AI platforms have the potential to disintermediate this brand loyalty by anticipating customer needs and making recommendations based on that need. Here's an example. Through internet-connected health monitoring devices, an AI platform can see whether a consumer enjoys running. They can then recommend the best running shoes on the market today, at the best price and where to buy them. The brand of this running shoe may be different from the brand consumers usually buy, but the recommendation itself provides an interesting alternative option. Therefore brands must use the data created by these VAD/AI platforms to mitigate the threat posed by the platform itself! This is already being used to some effect in promotions to ensure the customer doesn't turn away. For example, wondering if you want to reorder your laundry detergent since you usually buy it every 4 weeks and as a repeat customer of, say, Tide, we'll ship it to you today with a 20% discount - oh, would you want to try a free one? sample of this new fabric softener? In this example, both the consumer and the brand win. Business is retained and the consumer benefits financially. AI helps deliver value to the supplier, the consumer and itself. Whether it's true brand loyalty or affinity with AI is an interesting consideration. All of these capabilities are underpinned by the most valuable asset VADs create: data. Data is the foundation of digital marketing. VAD/AI is a direct source of contextual field data that can be used in myriad ways to guide your marketing strategy for customer acquisition and retention. As more and more VAD “skills” come online, more data will be generated, creating a self-reinforcing cycle and a smooth transition to a seamless, fully digitalized sales experience. VADs will inevitably become ubiquitous (Alexa with you everywhere; your home, your car, your office, other people's VADs automatically recognizing your voice on "your Alexa" regardless of device). As voice recognition and AI technology evolve and data security and privacy issues are addressed, VADs may well become both the dominant vehicle and source of digital marketing strategy in the 21st century.