Artificial intelligence (AI) is changing the business world on a daily basis. Companies are faced with the task of adapting their strategies or, even better, realigning them. This also applies to the brand.
We have often written about how trusted brands can offer real added value in an increasingly uncertain world. Nevertheless, when we are asked about marketing concepts on a daily basis, we are particularly asked about creative and emotional brand concepts. Why? FOMO? The fear of missing out on the next trend and short-term growth effects?
Striking the right balance between short-term awareness or even sales activation effects is important. Strategically, however, the desire to become a so-called love brand is not always right. And this is precisely because of the effects of AI on business and B2B marketing.
AI lowers costs, mediocrity can be automated and can be saved most quickly through AI. AI makes it easy for new competitors to attack established top dogs. Speed is the competitive advantage that cannot be beaten by size. Personalization experiences, designed en masse by AI, make shopping experiences more pleasant and unbeatably cheap for providers. So far so often discussed.
However, the speed of change and the development of new offerings and brands are also increasing uncertainty. AI is already generating masses of fake information and fake ads from dubious sources - and not just in the political sphere. The question of a trustworthy source is therefore crucial. During the pandemic, the number of Germans who said they preferred trusted brands doubled within a year. Globally, as many as 60% say they prefer to choose trusted brands in uncertain times.
Trust is therefore becoming even more important, emotion is non-binding and deceptive and, with the multitude of channels used, is always just a swipe away from an even better, more seductive or funnier message. Content inflation, especially in B2B marketing, due to AI makes it more difficult not only to identify fakes, but also to reach or retain customers in the long term.
AI makes work in B2B marketing easier and more effective in many areas. However, it raises strategic questions about the brand, its credibility and the challenge of reaching and retaining target groups in a coherent omnichannel strategy.
Companies win when they invest in the credibility of their brands and impress with the combination of services, product and customer experience and remain relevant to their target groups.
AI technology can help to reduce risks and exploit opportunities more quickly. But it can also destroy public trust more quickly. Whether you unknowingly use AI to profit or destroy depends on those responsible to implement the technology wisely in all areas and define suitable strategies.
Uhura supports the development and conception of brand identities and concepts. If you would like to invest in the transformation of your brand or marketing communication, please get in touch.
