amazon echo

Sir: Voice-driven AI is becoming a critical and primary interface for grocery shopping, as discussed in ‘Is Alexa the answer?’ (9 September, p28), and soon a shopper’s expectation will be that recipes, ingredients and delivery will all be a function of ‘grocery as a service’.

AI will provide grocers with deep insights into the complexities of shopper behaviours and preferences. However, the challenge for companies will be reinforcing their brand messages and keeping meaningful connections with consumers. Without interfaces and physical experiences, grocers will rely solely on digital touchpoints, so these interactions need to be right.

It’s not complicated. Whoever is closest to the consumer controls the conversation. But the conversation must have personality and link to part of a wider marketing model.

Jason Alan Snyder, global chief technology officer, Momentum Worldwide