AI has huge potential to revolutionize brand building, but unless deployed with a focus on brand differentiation, it could easily drive many enterprises to slip from grand to bland, argues Dan Chapman, global chief strategy officer for UM Worldwide.
Something old, something new. There’s a certain symmetry to the fact that two of the biggest blockers to brand growth are separated by over a century of marketing thought. The funnel and AI.
As almost everyone’s talking about it, let’s start with AI, or at least how AI is deployed by many brand marketers. AI systems crunch gluts of past performance data to help automate and optimize marketing planning or creative. These tools flex their analytical muscles to calculate and propose the most successful predicted approaches based on historical averages. The problem is, the more brands let AI set an average as their North Star, the more marketing risks converging towards a bland, generic mean.
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