Understanding intersubjectivity and XR technologies are critical in creating a successful web3 marketing strategy. Brands need to have a deep understanding of how people perceive and interact with them in synthetic realities. Integrating AI infrastructure, like ChatGPT, can ensure a cohesive brand experience across physical reality and virtual worlds, allowing marketers to create an innovative and effective web3 strategy to stay ahead of the competition. By using AI to orchestrate simultaneous realities, brands can maintain intersubjectivity, ensure brand safety, and tailor their messaging and experiences to different audiences while maintaining a consistent brand identity. Ultimately, understanding and embracing the complexities of web3 today can help brands build loyalty, generate sales, and appeal to their target audience in multiple realities.
Extended Reality and the Intersubjectivity Challenge for Brands
Momentum’s Jason Snyder recently spoke to The Drum, stating that brands must tackle the challenge of “intersubjectivity” in the new digital worlds and identities brought about by AI and web3. Extended reality (XR) has revolutionized how people engage with brands. XR is an umbrella term for a variety of technologies, such as augmented reality, mixed reality, and virtual reality, which create immersive synthetic environments simulating the physical world. As a result, consumers and businesses interact with brands in multiple realities, each with unique personalities, needs, wants, and desires tied to a single identity.
Brand marketers and advertisers must be aware of each of these realities and provide communication and experiences with the same urgency as in physical reality. However, these new layers add complexity to an already complex business environment, as the personalities tied to a single identity may be wildly divergent and may violate our expectations. The precision segmentation and personas we use in physical reality may not apply across virtual worlds.
In XR, marketers need to reach out across communities and across worlds, providing communication and experiences with the same urgency as in physical reality. Artificial intelligence (AI) can help make this work, but it needs help. AI is still a brittle technology, and machine learning (ML) often requires more understanding of context and culture. Shared definitions of concepts are needed for AI-based persuasion to be successful, and to do that, the concept of intersubjectivity must be understood.
Intersubjectivity is a notion used in psychology, social science, and philosophy that refers to the shared understanding and meaning individuals create through communication. It’s about making sense of the world (real or synthetic) through interactions and developing a shared understanding of experiences. Today, AI and ML practitioners and researchers are working to understand how to facilitate intersubjectivity, achieving a shared human-robot experience.
For instance, a person might be a father, a son, a husband, and a chief technology officer in physical reality but also a dragon in a synthetic world. The needs of a dragon in this other world will differ, creating new and exciting marketing opportunities.
In conclusion, XR brings brands into multiple worlds, and they must be ready to tackle the challenges of intersubjectivity brought about by new digital identities and worlds. AI can help make this work, but it is still a brittle technology that requires a shared definition of concepts to be successful. Marketers need to understand and facilitate intersubjectivity to achieve a shared human-robot experience, enabling them to tap into new and exciting marketing opportunities.
Embracing Intersubjectivity in Web3 Marketing Strategies
Effective web3 marketing strategies must recognize that everyone inhabiting a digital space is a potential participant, contributor, and collaborator. As in physical reality, in digital spaces, we are part of a collective community working together to create something bigger than ourselves. For brand marketers, intersubjectivity puts the customer at the heart of an experience. Creating a two-way dialogue between brand and audience across realities is vital to creating experiences that resonate, are memorable, and foster a sense of community.
Intersubjectivity is essential because it shapes how people perceive and understand the products and services offered in the metaverse. Marketers must understand how their target audience interacts with their brand and the shared meanings created through these interactions. Brands must create experiences that resonate, are memorable and foster a sense of community across different realities, even if it means doing so for a human being who is also a dragon.
Understanding web3 allows marketers to tailor their products and services to customers’ needs and preferences across realities, building brand loyalty, generating sales, and appealing to their target audience.
Using AI to Orchestrate Simultaneous Realities
The concept of “simultaneous realities” can be challenging for marketers, especially when addressing one identity with multiple personalities across different virtual worlds or realities. With the help of AI, marketers can use technology to orchestrate these realities while ensuring brand safety and maintaining intersubjectivity.
One approach is to use AI-powered chatbots and virtual assistants to interact with audiences in various virtual worlds or realities. These AI-powered agents can provide consistent messaging and brand identity across multiple platforms, ensuring audiences have a cohesive brand experience regardless of their reality.
AI can analyze audience behavior and interactions with the brand across different virtual worlds to ensure intersubjectivity. This analysis can provide insights into how audiences perceive and interpret the brand. It allows marketers to tailor their messaging and experiences to different audiences, while maintaining a consistent brand identity that is contextually appropriate to the different worlds’ personalities, rules, and properties.
Brand safety is crucial in multiple realities. AI can monitor audience-generated content across different virtual worlds and flag inappropriate or harmful content. This technology can also help identify potential risks to brand reputation, alerting marketers to address them.
Marketers can use AI to measure the effectiveness of campaigns and assess their impact on different virtual worlds and audiences. This analysis can help identify areas for improvement and optimization, allowing marketers to refine their messaging and strategies to maximize impact.
Embrace Tomorrow’s Complexities Today
In conclusion, web3 marketing strategies must embrace intersubjectivity and understand how it shapes how people perceive and understand products and services offered in the metaverse. Using AI to orchestrate simultaneous realities ensures brand safety, maintains intersubjectivity, and allows marketers to tailor their messaging and experiences to different audiences while maintaining a consistent brand identity. Embracing tomorrow’s complexities today allows marketers to build brand loyalty, generate sales, and appeal to their target audience in multiple realities.
The Importance of Intersubjectivity in Web3 Marketing Strategies
As the market continues to move towards a digital future, understanding intersubjectivity and XR technologies is becoming more crucial in creating a successful web3 marketing strategy. Brands must have a deep understanding of how people perceive and interact with them in these synthetic realities.
Integrating AI infrastructure into the marketing technology stack, such as ChatGPT, can ensure a cohesive brand experience across physical reality and virtual worlds. This integration can coordinate identity and personality for audiences and brands, allowing marketers to create an innovative and effective web3 strategy to stay ahead of the competition.
For more insights into the emerging tech landscape, check out The Drum’s deep dive on AI to web3.
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