Web3 technology is changing the way brands connect with consumers by incorporating blockchain and artificial intelligence into their consumer engagement strategies. Companies like KIKI World are using blockchain infrastructure to create a permissionless network that allows creators, brands, and individuals to create campaigns and reward their audience for participation. Through the KIKI platform, customers can co-create products and earn digital collectibles called KIKI points. This approach builds rich profiles based on user preferences and intent, allowing brands to better understand and create products that their audience truly wants.
In addition to KIKI World, other brands like CreatedBy are utilizing near-field communication (NFC)-enabled fashion to connect with consumers. By placing digital “tokenized twins” on a blockchain network using NFC tags, brands can provide customers with transparency around sourcing, production, and ethical practices. This technology allows consumers to engage with the brand’s story and journey of each product, addressing their increasing demand for information and visibility. CreatedBy conducted a case study with Wonder Raw, embedding the brand’s sustainable journey and validation of sourced materials into NFC tags affixed to individual garments.
While platforms like KIKI World and CreatedBy are paving the way for better consumer-brand connections, mainstream adoption of Web3 technology may take time. Some brands have paused their Web3 initiatives in favor of focusing on AI efforts, leading to challenges around education and stigmas associated with crypto-related technologies. However, major brands like Louis Vuitton remain committed to their Web3 efforts, as seen through initiatives like opening a Discord server to forge connections with the brand’s online community and NFT holders. As AI continues to develop, blockchain use cases for tracking provenance in fashion are likely to emerge.
Overall, Web3 technology offers brands new opportunities to engage with consumers in innovative ways. By leveraging blockchain and artificial intelligence, companies can create more meaningful and transparent connections with their audience, empowering customers to participate in the success of the products they champion. While challenges remain around adoption and education, forward-thinking brands are exploring the potential of Web3 to enhance consumer-brand interactions and drive value for both parties. As technology continues to advance, the intersection of Web3, NFC-enabled fashion, and AI presents exciting possibilities for the future of consumer engagement and brand storytelling.
