AI that matters: Built for experience

We’re all embracing AI in some form, even me, writing this article with a little help from GPT (just polishing, I promise!). But the real question isn’t if we’re using AI. It’s how we’re turning it into something that actually matters to consumers, something that elevates their brand experience. 

In this sweet spot of early adoption, consumer curiosity is still high, just before AI-powered gimmicks lose their shine. Our team at Prizm believes to win, you need a fusion of content creativity, tech execution, and a strong grasp of consumer psychology. Because at the end of the day, the innovations that stick are the ones that feel useful and just a little bit magical. After all, your end customers aren’t AI scientists here to judge. 

Reinventing recipes with real-life AI utility 

Here’s what consumers keep telling us: “Give me relevant recommendations. Talk to me when I’m in shopping mode. Know me, but don’t be creepy.” The magic of AI marketing lies in striking that balance between utility and delight, and between personalisation and being natural. 

Take our recent collaboration with Lee Kum Kee. With a legacy dating back to 1888, the brand has always stayed ahead by adapting, and their goal is to stay just as relevant in digital kitchens. Together, we launched a recipe app that does more than house another library of stir-fry ideas. There are plenty of those already. The app recognises what’s in your fridge. Using AI-powered image recognition, which has undergone great advancement in accuracy in recent years, users can snap a photo of their ingredients, and the app suggests recipes. No more random scrolling or guessing what to cook.  

Over time, it learns preferences and habits, it starts refining suggestions based on personal habits and preferences, turning passive users into an engaged, loyal consumer base. Furthermore, we’re building a psychographic understanding of the consumer instead of relying solely on purchasing history, which only tells part of the story. 

Winning hearts with AI

Every brand wants more first-party data to drive personalisation, but the real challenge is how you collect it in a way that is not intrusive. With Aptamil, we didn’t want to build another cold, one-way data form. We wanted to create experiences that parents genuinely care about. 

The AI journey begins with the AI Baby Face launch, letting expectant parents visualise their baby’s face from 4D ultrasound images they upload. Besides how these photos go viral on the parents’ social media , the experience connected emotionally. We met parents at a deeply personal moment and planted the seed even before product recommendations were relevant.   

Next came the AI Stool Tracker, which analyses baby stool photos to assess digestive health. Integrated with an AI engine available on the market backed by medical data and image modeling, it provides valuable insights on matters that parents truly care about. Behind the scenes, the brand collects behavioral data linked to formula use and delivers personalised insights through WhatsApp Business chatbot and email.   

Then we launched the Growth Tracker, helping parents compare their child’s development with local benchmarks. This is especially relevant in markets like Hong Kong, where WHO standards don’t always relate to local realities. These small tools are simple, not rocket science, but practical and powerful.  

Build AI experiences that feel human 

At the end of the day, personalisation is a value exchange. If you’re going to ask for personal data, the benefit should be instant and clear. AI doesn’t have emotions, but your customers do. If you flood them with irrelevant push messages, they’ll tune out. But if you surprise them with something useful, fun and memorable, they’ll keep coming back. 

So yes, AI can be intimidating and sometimes too big to get started. But if you keep your innovations human-focused, emotionally intelligent, and just a little playful, it is definitely something that we should not miss, and something we should embrace in our marketing innovations with open arms. 

About PRIZM Group 

PRIZM Group is a global digital agency with offices in Asia and Oceania, delivering one-stop bespoke marketing technology solutions that fit every vertical and business type. We specialise in not only digital solutions, but also synchronising the integration of the trio to empower the formation of the ideal seamless digital experience that our clients' customers seek. The team strives to offer seamless integration by applying intelligent dialogues with different adaptive marketing modules such as messaging bot, digital activation, CRM and eCommerce capabilities to form a complete digital ecosystem. 

This article is sponsored by PRIZM Group.