We can confidently say that the rise of artificial intelligence (AI) has revolutionised the world of branding. AI, including advanced systems like ChatGPT and Bard, has emerged as a game-changer in the world of marketing and advertising and has significantly revolutionised the way businesses approach marketing strategy. In fact, without having spent any money on promoting the brand, ChatGPT has become a global brand in a short span of a few months, just going viral.
By harnessing the power of artificial intelligence marketing tools, marketers can streamline their workflows and free up quite a bit of time for strategic initiatives, thanks to the automation of mundane, routine tasks.
What are the most significant advantages of using AI branding and marketing?
What are the risk factors?
There are far too many brands that fail to develop deeper relationships with consumers, they are content to make the occasional transaction every now and then. They believe that the best technology or the best product wins. But it often doesn’t. They lack a clear understanding of how to build a brand – how to build from strength – and underestimate the impact that brand loyalty and brand advocacy have on the cost of customer acquisition.
The level of trust in a brand determines its ceiling – its potential. Trusted brands get bought, used, and recommended more. They eventually end up with a higher proportion of loyal customers and are more profitable.
But as important as trust is, relevance is essential for developing deeper relationships with consumers. A high level of trust that does not translate into greater relevance is unfulfilled potential of the brand and its business.
Cadbury India and Bollywood star Shahrukh Khan are redefining the world of advertising. An innovative campaign is in partnership with Indian AI startup Rephrase AI, a pioneer in synthetic media. The company has harnessed generative AI and machine learning to craft hyper-targeted content, giving local shops personalised ads with Khan’s likeness at zero cost, opening the door to a new era of personalised, large-scale communication.
Now that we know the significant strengths of AI in building brands and marketing, now that we have seen some of the risks that need to be mitigated, the last and the most important aspect, in my personal view, in this entire region, is a certain reluctance or lack of desire to be data-driven in terms of decision-making.
There is still a lot of the old-school approach which is to seek informal information from few market sources and make decisions.
We just have to see the example of the Government machinery of the UAE. This has become completely data-driven. The Indian government is rapidly following suit.
UAE is probably the only place in the world where the Government is much ahead of the curve while the private sector continuously plays “catch up”.
The top 10 per cent of private and public sector companies are probably the only ones which have transitioned to real database decision-making.
The lowest 30 per cent may still take a long time.
It’s the middle 60 per cent, the backbone of the economy, who need to eliminate the reluctance to invest in technology, upgrades and artificial intelligence-based, data-based decision-making.
(Niranjan Gidwani is a Consultant Director | Member of UAE Superbrands Council | HBR Advisory Council | Charter Member Tie Dubai)