Has AI changed marketing and branding? I get asked this all the time. Some even ask— Will AI replace marketers?
It seems like it is too early to be sure of changes, but that does not keep everyone from asking or worrying about it (or both).
I’m a brand expert. But I have never pretended to be the smartest guy in the room, but I always try to be the best informed.
That means I understand that experts exist in this world, and the only way I can become one is by availing myself of all the expertise I can find.
In this case, I decided to interview the foremost authority on AI. The guy that wrote the book on it. What would he tell me about how AI changed marketing?
Let me introduce you to BARD—the Google AI bot.
Has AI changed marketing? What should you know to adapt?
ME: Has AI changed marketing? What should you know to adapt? If AI changed marketing, how can we make our brand messages stickier?
I have not edited BARD’s responses to my questions, so please excuse the many instances of passive voice in his responses. I’m guessing in the world of AI, and passive voice is the sound of our future.
ME: Hi, BARD. How can we make our brands stickier in the new dawning of AI?
BARD: Sure, here are some ways how a brand can become stickier in the age of AI:
- Personalize the customer experience. AI can be used to collect data about customer preferences and behaviors, which can then be used to personalize the customer experience. This could include things like recommending products, providing customer service, or even creating personalized content. For example, Amazon uses AI to recommend products to customers based on their past purchases and browsing history. This helps to keep customers engaged and coming back for more.
- Provide relevant content. AI can also be used to provide relevant content to customers. This could include things like news articles, blog posts, or product reviews. By providing relevant content, brands can stay top of mind with customers and keep them coming back for more. For example, Netflix uses AI to recommend movies and TV shows to customers based on their viewing history. This helps to ensure that customers are always finding new content that they’re interested in.
Me: What’s the best way to do that?
BARD: Make it easy to do business with you. AI can be used to make it easier for customers to do business with you. This could include things like automating customer service tasks, providing 24/7 support, or making it easier to purchase products or services.
By making it easy to do business with you, brands can improve customer satisfaction and loyalty. For example, Chatbots are increasingly being used by businesses to automate customer service tasks.
This can help to free up human customer service representatives to focus on more complex tasks, while also providing customers with a more immediate response.
Me: OK. But how would you suggest doing that?
BARD: Build trust and credibility. AI can be used to build trust and credibility with customers. This could include things like using AI to verify customer identities, provide transparent information about how data is being used, or demonstrate a commitment to ethical AI practices.
By building trust and credibility, brands can create a more positive customer experience and encourage repeat business.
For example, many businesses are now using AI to verify customer identities when they make online purchases. This helps to protect customers from fraud and build trust in the brand.
Be creative and innovative. AI can be used to be more creative and innovative with branding.
This could include things like using AI to generate new ideas for marketing campaigns, create personalized products or services, or even develop new business models.
By being creative and innovative, brands can stay ahead of the competition and attract new customers. For example, some brands are now using AI to generate new product ideas.
This helps to ensure that brands are always coming up with new and innovative products that meet the needs of their customers.
In addition to these specific strategies, there are a few general principles that brands can follow to become stickier in the age of AI.
Me: So what’s the first step?
BARD: These principles include: Focus on the customer. AI should be used to improve the customer experience, not just to collect data or automate tasks.
Be transparent. Brands should be transparent about how they are using AI and how data is being collected and used.
Be ethical. Brands should use AI in an ethical and responsible way.
Be creative. Brands should use AI to be more creative and innovative with their branding.
By following these principles, brands can use AI to become stickier in the age of AI. This will help them to attract new customers, build loyalty with existing customers, and stay ahead of the competition.
Me: Can you give me some examples? Now that AI changed Marketing.
BARD: Here are some examples of brands that are using AI to become stickier:
- Netflix: Netflix uses AI to recommend movies and TV shows to customers based on their viewing history. This helps to ensure that customers are always finding new content that they’re interested in.
- Amazon: Amazon uses AI to recommend products to customers based on their past purchases and browsing history. This helps to keep customers engaged and coming back for more.
- Google: Google uses AI to provide relevant search results to users. This helps to ensure that users are able to find the information they’re looking for quickly and easily.
- Facebook: Facebook uses AI to personalize the news feed for users. This helps to ensure that users are seeing the content that’s most relevant to them.
- Tesla: Tesla uses AI to power its self-driving car technology. This helps to make Tesla cars safer and more convenient to drive.
These are just a few examples of how brands are using AI to become stickier. As AI technology continues to evolve, we can expect to see even more innovative and creative ways for brands to use AI to improve the customer experience.
I’m thinking of experiential branding. Feeling and experiencing something personal often changes one’s brand perception.
Me: Thank you BARD. I know you are very busy these days.
It’s reassuring to know that very little has changed and that AI changed marketing forever— only if you forget the basics of brand marketing.
Seems like common sense to me. Don’t know if I needed a BOT to tell me so.
Maybe I should have texted myself or dropped Stealing Share and email instead.