How to Put the ‘Art’ In Artificial Intelligence: Using AI in Brand Management

Marketers are naturally creative and have always thought outside the box in terms of how to be more efficient while delivering products and services. Many have started to look at how AI may increase their brand visibility. The approach has always been to craft messaging and communicate through storytelling in an effort to build strong relationships with their potential clients which leads to brand loyalty.

Artificial intelligence (AI) and its role in businesses – especially businesses outside of the tech industry – can seem confusing and overwhelming. A new article in the Harvard Business Review explains the ways AI can play a role in unlikely ways, including in brand management. With Nike as an example, the article offers suggestions on the four Ps of AI’s role in brand management – productivity, prediction, personalization, and proposals – and offers several suggestions for the effective use of AI in a wide range of organizations and functions. 

1. Automation and creativity aren’t necessarily opposed. As pointed out the Harvard Business Review article, AI won’t replace all brand management functions, but it doesn’t need to be an all-or-nothing proposition.

2. Get clear on where AI fits in your organization. Organizations should be clear about where and how AI can fill in any gaps or increase efficiencies. “A brand is a promise to customers about the quality, style, reliability, and aspiration of a purchase. AI can’t fulfill that promise on its own (at least not anytime soon),” said Harvard Business Review. “But it can help shape customers’ impressions of a brand at every interaction. And it can automate expensive and complex creative tasks—including product design.”

3. Consider stakeholders’ concerns. Employees, clients, and business leadership will all have unique concerns or questions about the use of AI in brand management. By understanding those concerns, you can better alleviate them. As the article states, you don’t just want reluctant followers; you want enthusiasts: “To succeed with it, you must understand how it is perceived by stakeholders and what can be done not simply to mitigate their concerns but to make them avid supporters.”

It is important to remember a strong brand is a promise to clients. It conveys expectations about the quality, reliability, and experience they can anticipate when engaging with the brand. This promise shapes a client’s perceptions and builds trust, which is crucial for loyalty and long-term success. When a brand consistently fulfills its promise, it not only reinforces its reputation but also fosters deeper emotional connections with its audience. 

In today’s competitive landscape, maintaining that promise is key, especially as brands leverage tools like AI to enhance their offerings and client interactions.