Forget your avatar and embrace your identity, says Jason Alan Snyder of Momentum Worldwide. And when navigating a world of diverse consumer identities, remember that consent is paramount.
Gone are the days when demographics were neatly segmented. Our desires, tastes, and who we are now move between physical spaces, digital personalities, and mixed reality, and brands are often scrambling to keep up. But amidst the chrome shine and pixelated promise, there’s one truth about him that shines brighter than anything produced by an AR filter. It’s consent is the new gold.
While Apple is busy pioneering a “phoneless” future with Visio Pro, smart marketers know that real-world land grabs aren’t virtual. That is “permission”. In a world where cookies can break faster than a TikTok dance routine, building trust and transparency in data collection is no longer a feel-good add-on. It is the basis of survival.
Your data – your preferences, your habits, your digital shadow – is the currency of the new world. Brands want to use it to personalize experiences, serve targeted ads, and connect meaningfully with users. But like any currency, its value depends on trust. Would you hand a handful of dollars to a stranger in a dark alley? This is what we’ve been doing with data, and we say “agree” to terms we rarely read without thinking. is to click.
The tide is turning. The deprecation of cookies is not just a technical hurdle. It’s a wake up call. Brands must move from data extraction to value creation and build relationships based on transparency and respect. This means clear and concise communication about data use, meaningful opt-in choices, and the ability to easily withdraw consent. It’s not about checking a box. It is about enabling individuals to actively participate.
Consent doesn’t just protect your privacy, but it’s important. In a world of noise, attention is a precious currency. Consumers are bombarded with messages and their senses are overloaded. Brands that have earned the right to speak appropriately and respectfully about consumers’ specific realities have a golden ticket.
Earn trust and earn big rewards
Imagine strolling through a lively AR marketplace while trying on virtual clothes. Suddenly, the brands you trust are whispering suggestions directly into your ear, showing you the outfits that perfectly complement your style. No annoying pop-ups or irrelevant ads, only personalized nudges based on your explicit permission and understanding of the situation. That’s the power of consent-driven marketing.
Implementing robust consent mechanisms, building trust, and navigating the legal maze is difficult. But the rewards are considerable. Data is becoming increasingly fragmented, making privacy concerns paramount. Brands that champion consent stand for integrity and respect. They earn the right to enter our multidimensional selves, not as intrusive advertisers, but as welcomed companions.
It’s surprisingly easy for us to click “I agree” and trade some of ourselves for the convenience of faster checkout and targeted advertising. With each tap and swipe, a dam is eroded, blocking the torrent of data. We are sleepwalking into the reality that consent is not an informed choice but a melody drowned out by the roar of an AI-powered marketing machine.
Think of AI as the ultimate weapon in the data arms race. It analyzes our clicks, predicts our desires, and creates personalized, eerily prescient messages. But in the wrong hands, this power becomes a weapon aimed directly at our autonomy. The line between persuasion and manipulation is becoming dangerously blurred, with AI whispering suggestions directly into our mixed reality and tailoring virtual experiences based on our deepest fears. Masu.
This is not a dystopian novel. It is a logical outgrowth of unchecked data collection and a culture that values convenience over control. Brands cannot afford to sit on the sidelines amidst this flood of data. Transparency is no longer just a buzzword. It is the lifeblood of trust. Every interaction and every data point collected requires clear communication and real choice.
Newsletter recommended for you
daily briefing
every day
Check out the most important news of the day, handpicked by our editorial team.
This week’s ad
Wednesday
See last week’s best ads all in one place.
drum insider
once a month
Learn how to pitch to editors and get published in The Drum.
What’s next in the data arms race?
Going forward, brands will need to explain how their data will be used, who has access to it, and how consumers can control the flow of their data. Don’t just ask for permission. Earn. Demonstrate responsible AI practices, prioritize data security, and be candid about the limitations and biases inherent in algorithmic decision-making.
Consent is a conversation, not a one-time transaction. Give consumers the tools to change, revoke, and reuse their data as their needs change. Treat consent as the most valuable commodity in your transaction and build authentic relationships with individuals as they navigate multidimensional markets. In the cacophony of AI-powered persuasion, brands that win hearts do so through trust that comes from genuine respect and control, not manipulation.
The future beckons a realm of dizzying possibilities and hidden pitfalls. Will we ride out this situation with our eyes open, or will we make empowered choices, or will we relinquish control? The answer lies in how brands and consumers exercise their consent power.
Marketers, this is a call to action. Let’s ditch the data hoarding mindset and embrace the consent revolution. Treat your audience not as data points, but as individuals with agency and value. Build relationships based on transparency, respect, and meaningful permission.
Remember that in the multiverse of “I”, the most valuable currency is trust, not just data. And that, my friends, is a goldmine waiting to be unearthed.
