Thomas Husson (Forrester): “The future of marketing lies in AI, but the fundamentals remain the same”

From Biarritz,

INTERVIEW. On the occasion of the One To One Customer Experience event in Biarritz, Thomas Husson, vice-president and analyst at Forrester, looks back on developments in the marketer profession in the face of technological upheaval. Between generative AI, consumer expectations in terms of social responsibility and new customer experience management, he shares his vision of the future of marketing for the next decade.

The Media Leader: How do you see the marketing profession evolving in 10 years?

Thomas Husson: At first glance this may seem surprising, but I think the fundamentals of marketing are not going to change. Understanding the customer and their environment will remain the priority. What gives the impression of change is the rapid evolution of the economic, social and political environment. In reality, the key skills will remain the understanding of consumer emotions, psychology and sociology, which are already mastered by certain large groups but not yet by all marketing departments. Brand strategy and customer experience will also remain central, especially with the arrival of AI which blurs the line between real and virtual. The challenge will be to deliver the brand promise while adapting to new customer expectations.

The Media Leader: Is AI already a reality for marketers or is it still just a buzzword?

T.H. : AI is already a reality and we are entering two-speed marketing. Those who master generative AI will be able to respond faster and deliver richer, more instantaneous customer experiences. AI will notably revolutionize interfaces by making interactions more natural, particularly via conversational language. This will end the traditional customer journey and focus on experiences created on the fly, in context. However, many marketers are still in a buzz phase, and much remains to be done to prioritize concrete use cases and maximize return on investment.

The Media Leader: And on the issues of social and environmental responsibility (CSR), where are we?

T.H. : CSR issues are progressing, but slowly. Today, only a minority of consumers are willing to pay a premium for more responsible products. However, some large groups are starting to take this subject seriously by integrating carbon footprint measurement into their media strategy. The real challenge will be to promote low-carbon offers without degrading commercial performance. Marketing will need to pivot to help consumers consume more responsibly and differently, rather than simply optimizing the carbon footprint of ads.