Finding The Balance Between Brand Authenticity & AI: How To Build An Authentic Brand In The Age Of Artificial Intelligence ?

Have you met people who say “AI doesn’t work for my business” ?

You would have met these type of individuals certainly. What’s the real gap ?

The global AI market is on a rapid growth drive. It is projected that it will surpass $ 1.8 Trillion by 2030. There is a doubt in the minds of entrepreneurs and business leaders whether AI is ethical. What if we rephrase the question and ask ourselves “how can AI be used ethically ?”

The real gap is that we have not identified the balance between the authenticity of a brand and artificial intelligence. One factor that you need to understand is that AI is here to stay. Finding the right formula for brand authenticity and AI is necessary and challenging. You cannot think of scaling marketing without AI. On one hand it is indispensable and on the other, it makes building brand connection tedious. Artificial intelligence is creating a massive opportunities to marketers to create content on a broader scope with the use of AI; therefore, it would be difficult to connect with consumers effectively because they have more options to consider. Consequently, connecting and resonating with audiences would be tougher for marketers in this type of situation.

In a world where we are stuck to identify whether the images and videos we see are created by humans or AI-generated poses a threat to businesses. However, there are tools to clearly differentiate between human generated and AI-generated images or videos.

Brands navigating in the digital renaissance create massive impact on businesses and there is a question which arises; “Can AI-generated imagery effectively mirror the nuanced personalities of brands as perceived by consumers? The ability to replicate human creativity and the potential to reshape dynamics between consumers and brands is based on the authenticity you bring in when building the brand.

However, the impact of brand personality generated by AI on consumer-brand relationships and purchasing behavior is a question which does not have a steady answer. Content generated using Generative AI (Generative Artificial Intelligence) transforms how brands interact with consumers in digital spaces. One of the examples is how Levi Strauss & Co. uses Generative AI to present customizable fashion models and another example is the way in which Amazon uses Generative AI to create product listings and ad images.

According to market research of Gartner, nearly one-third of brands’ marketing messages will be crafted by Generative AI by 2025. Being perceived as authentic is absolutely essential for brands to connect with audiences and build relationships until it reaches a purchasing decision.

Artificial Intelligence is a field with a broader scope that encompasses the development of computer systems capable of performing tasks that typically require human intelligence. These tasks include visual perception, speech recognition, decision making and language translation.

Artificial intelligence is transforming industries before eyes. AI has offered an array of opportunities and at the same time it raises about human connection and authenticity.

Here are 5 ways in finding the balance between brand authenticity and artificial intelligence;

1. Believe in the power of social proof: User generated content always endorses what you want to say. It’s a powerful endorsement and it influences audiences. Reviews can make a massive impact on social proof and in turn it creates a positive vibes about the brand. Therefore, reviews should be prioritized.

2. Brand storytelling: The most crucial factor in brand storytelling when you are finding the right balance between brand authenticity and artificial intelligence is having the brand narrative consistent across all platforms. This enables to effectively connect with your audience through the content. Ai can be used to identify which stories and messages have the greatest impact.

3. Use AI for personalisation: AI could be used to analyze customer data for deep insights into preferences, behaviors and needs. This allows brands to scale personalized experiences. Implementing AI-driven personalisation in marketing, product recommendations and customer experience to ensure customers feel valued.

4. Human touch is of paramount importance: Including real people in customer support and engagement enhances the brand especially when dealing with sensitive issues. It’s recommended to use AI tools to support customer engagement not replace them.

5. Community engagement is a game changer: Engaging with your community both online and offline is absolutely important. It will also help in growing the community with like-minded people. Having like-minded people in your community is always essential because they will then advocate for your brand. AI can assist you to identify key engagement opportunities, encouraging and showcasing user-generated content to add authenticity and build a sense of community around your brand.

Building an authentic brand is all about testing and learning. It’s recommended that you never stop learning.

We should always ensure that AI branding practices are ethical and does not manipulate customer behaviour.

A one-of-a-kind business needs one-of-a-kind thinking.

Wish You Success !?

Sasanka Dias