Performance marketing has been eating away at brand marketing for years. It has tremendous appeal because it is trackable, immediate, and ROI-driven. AI is said to be the last straw for brands. With the powers of AI, anyone can create a brand. Anyone can create a product. Brands are multiplying.
Everyone can find out what makes the best experience, so everything looks alike. It doesn’t matter which you buy. There’s only one way of making the best car, so all cars look alike, whatever the brand is.
AI is taking over shopping. Right now, people don’t make decisions on their own. They get help from AI shopping apps and ads. The future is about transactions between AI agents with no humans involved.
All of this is completely wrong.
In fact, the reverse is true. Brands matter more in the Age of AI. When almost anyone can create a brand, standing out becomes ever more important. In a world of identical choices, people will rely on brands more than ever. The competitive advantage of standing out will be multiplied many times.
AI can indeed be useful. You can use AI to improve your brand differentiation. How you differentiate your brand and create your marketing and innovation strategy and investment plan can be more accurate, more efficient, and more effective with AI.
It is brand marketing, not performance marketing, that creates not only immediate value, but lasting value—over not just weeks, but quarters and years. Applying AI to improve differentiation will grow your revenues, increase your margins, and drive greater shareholder value.
We’ve identified 5 ways in which you can use AI to raise your brand and stand out above the crowd. Download the overview presentation here (you don’t have to share your name or email) Why Brands Are More Important than Ever.
Please contact us if you’d like to learn what we think these are.