Before the emergence of Web3, brands primarily relied on Web2 channels such as social media to connect with consumers. However, with the maturation of new technologies like blockchain and artificial intelligence, forward-thinking brands have started incorporating these elements to better engage with consumers. For example, KIKI World, a community commerce company, uses blockchain infrastructure to connect its community with products that may interest them. Known as the “KIKI platform,” this permissionless network allows creators, brands, or curious individuals to create campaigns that reward their audience for participation. Through this platform, KIKI has launched several co-created products based on community input and voting mechanisms.
NFC-enabled fashion is also allowing brands to better connect with customers by providing a direct touch point and communication channel. CreatedBy, a connected goods ecosystem, uses NFC tags to create digital “tokenized twins” of physical products on a blockchain network. This enhances transparency around sourcing, production, and ethical practices, while also providing ongoing engagement opportunities with customers. For example, CreatedBy conducted a case study with sustainable apparel brand Wonder Raw, embedding the brand’s sustainable journey and material validation into NFC tags on individual garments. The Tech Layer of CreatedBy encrypts all product information and activations, allowing for authentication, validation, storytelling, and product engagement experiences for consumers.
While platforms like KIKI and CreatedBy are enabling better consumer-brand connections through Web3 technology, mainstream adoption may take time as brands focus on other initiatives like AI. Education remains a major barrier to adoption, as some brands have paused their Web3 initiatives due to a stigma associated with anything crypto-related. However, major brands like Louis Vuitton remain committed to their Web3 efforts, with initiatives like opening a Discord server to forge connections with the brand’s online community and NFT holders. It is also predicted that blockchain use cases for tracking provenance will likely emerge as AI further develops, allowing for more seamless integration of NFC-enabled fashion with AI technology.
Overall, the use of Web3 technology is revolutionizing the way brands connect with consumers by enabling co-created products and enhancing transparency and engagement. Brands like KIKI World and CreatedBy are leading the way in leveraging blockchain, artificial intelligence, and NFC technology to create personalized and interactive experiences for consumers. While challenges like education and stigma associated with Web3 technology exist, major brands are still committed to exploring these innovative technologies to better engage with their audiences. As AI continues to develop and NFC-enabled fashion becomes more integrated with AI technology, the opportunities for brands to transcend physical and virtual boundaries will continue to expand, paving the way for a new era of consumer-brand interactions.
