How firms use new technogies like machine learning to develop their consumer behavior's understanding

This very interesting article tells us how to predict consumer behavior using machine learning and human insight. Firms have developed machines that can analyse feedbacks from users to better understand customer preferences and this process is clearly powerful for every company able to use it correctly. At first glance, this new method of consumer behavior analysis is a perfect opportunity for companies to sell more products but we can notice some issues in this way of using our customers' data.

First, machines lack the human qualities that are so essential to develop a great business. They can learn to recognize feelings but they will never (or maybe will?) learn to feel. Excitement is essential to drive individual and organizational changes. With this clear lack of emotions from computers, they aren’t able to empathize and create this state of excitement.

Also this emotional deficit from machines is why we tend to treat machines as tools and not as colleagues. We will see in the upcoming years how this will evolve.

Second, with those new ways of using and analysing data, few people are skilled enough to make a good and viable use of this technology. You have to see Machine learning as a tool to explore new option and new possibilities, not as a ‘final solution’.

Finally the ethical aspect has to be considered in this case. Indeed it could be unethical to analyse so in depth your consumer data that you could then predict everything your customers will do, buy, say... I’m sure nobody wants to let firms control all our choices just because they “exactly know what we want the most”.

Arthur Philipon 

https://hbr.org/2017/10/understanding-customers-by-blending-human-insight-and-machine-learning