AI can be used to improve customer service, automate tasks, and create personalized consumer experiences.
In this blog post, we will discuss how AI affects brands and the future of branding.
How is AI affecting brands?
Brands can use AI to improve their operations and connect with customers.
Here are a few examples:
- Customer service: AI-powered chatbots can answer customer questions and provide support 24/7. This can free up human employees to focus on more complex tasks.
- Personalization: AI can be used to personalize content and recommendations for each customer. This can improve the customer experience and make customers more likely to buy from a brand.
- Targeted advertising: AI can target ads to specific customers based on their interests and online behaviour. This can improve the effectiveness of advertising and make it more likely that customers will see relevant ads.
- Product innovation: AI can be used to develop new products and services that better meet customers’ needs. This can help brands stay ahead of the competition and keep customers returning for more.
What is the future of branding?
AI will likely shape the future of branding in many ways.
For example, AI may be used to create virtual assistants that can help brands connect with customers on a more personal level.
AI may also be used to develop new ways to measure the effectiveness of branding campaigns.
Overall, AI is likely to have a significant impact on the way brands operate in the future.
By using AI to improve operations and connect with customers, brands can stay ahead of the competition and build strong customer relationships.
Here are some additional thoughts on the future of branding:
- Branding will become more personalized. AI will allow brands to personalize their content and recommendations for each customer. This will improve the customer experience and make customers more likely to buy from a brand.
- Branding will become more data-driven. AI will allow brands to collect and analyze large amounts of customer data. This data can be used to improve the effectiveness of branding campaigns and make better decisions about allocating resources.
- Branding will become more automated. AI may allow brands to automate many of the tasks humans currently do. This will free up human employees to focus on more creative and strategic work.
The future of branding is likely to be shaped by AI in several ways.
By using AI to improve their operations and connect with customers, brands can stay ahead of the competition and build strong relationships with their customers.
How should you be using AI with respect to the visual aspects of your branding?
AI image and text generators have been around for some time. Still, more recently, they’ve exploded, with (at the time of writing) around 48 different AI image generators and countless AI-powered apps and websites to produce copy for websites and landing pages.
One thing is true, and that is that AI is here to stay, and it’s going to change the way brands engage creativity significantly.
Should your brand have an AI policy?
If you consider your brand open and honest, should AI be reflected in your corporate identity and marketing content?
If you’ve written a range of blog posts about expertise in a specific niche on your website, should your customers be told if a human or AI wrote these posts?
Will your market even notice or care if they are impressed with what they’ve read and decide to engage with you?
How can you control tone-of-voice for AI-generated copy; should AI text prompts become part of your visual identity?
These are one of the more controversial aspects of AI, as many AIs have been accused of stealing images used to train the AI without the original artist or creator’s permission.
Now you can quickly spin up an image that previously would have required a photo shoot or an illustrator to be commissioned to create the work.
Again, should your brand have a policy or guidelines regarding AI-generated art?
Should the stock libraries clearly state if AI has generated something?
Some image generators allow you to collect the ‘seed’ of the image that’s been created so you can make more with a similar look and feel: should your brand guidelines include these ‘seeds’ to keep images on-brand?
There’s also the question of whether you need to outsource this requirement. You could furnish marketing staff with Midjourney accounts and let them get on with it.
AI Logo design.
AI will have a pretty good go at creating you a new logo for your product or service.
A few well-written prompts will get you a range of generated logos.
Of course, they will require a professional touch to create something that’s usable, but you’ll have saved a lot of time and money getting to that point.
Creativity without context.
The big thing here to consider is that AI will create what you ask it to.
It has no deeper understanding of what you are looking to achieve, what your strategy is or the mindset of your customers (although it could learn this).
We are far from Artificial General Intelligence, which refers to AI capable of learning any task or subject.
Current AI takes a text prompt and spits out something that answers the prompt (ok, so it’s not that simple), but it does one thing.
It can’t understand nuance, subtle, or appropriateness; it just does what it’s told.
If you are looking simply for things you ‘like’, this will probably suit you fine.
If you are looking for things that you ‘need’, you will still have to consult experts, copywriters, logo designers, photographers or illustrators.
To use AI, you will need to learn how to use it, how to get the results and how to manipulate these new tools creatively.
Once something comes out the other end, you’ll still need the expertise to edit copy, retouch images or redraw a logo.
Something that non-creatives often struggle with is the leap between a sketch on a piece of paper and a final product.
Whilst most creatives can see, hear or read the result in their minds, many people can’t, and this is one aspect of AI that works well.
The generation of more polished conceptual ideas that don’t require days of work to convey creative direction in a more polished form that more people can grasp.
As with all new tech, those who often embrace it first benefit most in the long run.
If you would like to explore how AI can benefit your brand, get in touch for a chat and we’ll see where the rabbit hole takes us.