The very nature of Artificial Intelligence (AI) and automation seems juxtaposed with the tradition of artisan craft, yet Pedddle, the artisan market directory, have already found a way to meld traditional artisan markets and their stallholders with the world of social media and online marketing.
AI is on the rise, but instead of it causing the death of small artisan businesses and creative crafts, it could be a way of helping them survive. Rebecca Adams, Pedddle’s Market Liaison Manager, explains, “Pedddle is an online directory of artisan markets and their stallholders. We are trying to help traditional marketplaces be discovered online in the age of the internet, and adapt to the changing social media landscape to blend the worlds of the online and in-person markets, and ensure that creativity and innovation in the UK continues to thrive”.
Pedddle have outlined 5 ways that AI and automation can actually help creative businesses herald the future in a sustainable, eco-friendly, personalised and prominently creative way.
1. A focus on Sustainability
Sustainability has been a buzz-word for years now, but plenty of consumers are increasingly shopping more sustainably. Consumers are actively looking for ways to be more sustainable and environmentally mindful. There are multiple ways that AI and automation could facilitate this.
In terms of business practices, AI could help streamline production. Eco-friendly gifting is on the rise, and that means second-hand is in, handmade is in, and brands that promote ethical practices will certainly be top dog. From TikTok trends focusing on the joys of organic produce to more votes than ever before for the Green Party in our last General Election, sustainability is here to stay, whatever kind of business you run. That surely means a rise in people shopping for organic, local produce at Farmers Markets, and shopping locally to reduce their carbon footprint.
Pedddle is a directory of artisan markets and their stallholders, enabling consumers to find ethical businesses in their area, directly facilitating this.
2. The rise of AI
Most businesses are turning to generative AI these days, for everything from product development to social media content. Chat GPT has instantly become an invaluable tool for many, especially sole traders and traditional artisans who perhaps don’t have the time for content creation and website maintenance, but are now able to create multiple streams of content quickly.
But is it what the customers want to see? This brings us to our next point…
3. Hyper-personalisation
Hyper-personalisation is the process of using AI and real-time data to display highly curated products and content to shoppers as a marketing technique. Artisan businesses, like the ones we work with here at Pedddle, may instantly think they can’t compete with the data collected by larger businesses. However, there are still ways to collect data and utilise it on a smaller scale – things like the Pedddle QR code system helps. Similarly, smaller businesses have long prided themselves on being able to personalise their products and services more than larger organisations can, so although AI is competing for customer satisfaction, there is a way all kinds of businesses could adapt and learn from one another.
4. Digital products, e-commerce and social commerce
Influencers have long been on the rise, but social media has opened the gates for many other kinds of business we’ve not seen before. Shopping via TikTok is now a thing, and digital media has given rise to more digital products being bought.
Rather than taking away from artisan businesses, this may just signal a new chapter. In the way that Pedddle offers a directory, and a method of bringing the online and offline together (promoting artisan markets and their stallholders online, and encouraging people ti visit them in person too), social commerce offers multiple methods of diversifying an artisan’s product offering.
For example, a skilled artisan baker may once have sold their bread weekly at an in-person market. Now, they can offer bakery classes via Zoom, subscription boxes full of baked goods, online courses to pass on their skills. Rather than viewing the online world as competition, it can be incorporated into a new kind of business model.
5. Remote and hybrid work models
We’ve all witnessed the rise of remote work, largely as a result of the Covid pandemic. As hybrid models of working have become the norm for the corporate world, this may translate to small businesses too. AI and automation mean that work no longer always has to be in person, whether it’s an office job or even a product-based business.
For example, Covid gave rise to the concept of online markets – where customers shop online from local businesses, and instead of giving their money to conglomerates like Amazon, people could shop from small businesses from the comfort of their own home.
As much as we encourage people to visit markets near where they live in person, we appreciate this isn’t always possible, therefore the internet has allowed us to diversify the very concept of markets.
In summary, small artisan businesses can utilise AI themselves, and it just might level the playing field between everyone from artisan micro-businesses to corporate overlords. There’s no reason we can’t all use it to our advantage!
