The role of AI in driving the future of brand interaction

Authored by Iftikhar Khan, Founder, Kintree

AI, or Artificial Intelligence, has helped brands move toward creating new and unique interactions with their audiences. Just the same, branding has also changed in India. In this competitive market, it is necessary for brands to invest in communication that makes their brand stand out and appeal to their target audience. Customers now have a say in what brands they choose to interact with, especially with the advent of social media. The key for brands is to adapt to these new technologies while retaining the element of human touch. Here, we explore how AI drives these adaptations for a better future of brand interactions. 

• Personalising Brand Experiences Through AI 

By using vast amounts of data, brands are able to use this data to create unique experiences that are tailored to different customer profiles. Personalisation helps customers feel more connected to the brand. It shows that the brand understands their preferences and interests. Customisation and curation are the new way to encourage customers to consume a specific product. When audiences feel like they have a kinship with the brand, they are more likely to use that specific product. 

• Using AI for Brand Management 

Machine learning and AI can analyse vast amounts of data effectively and in a timely manner. Therefore, it can be used to quickly analyse market trends, and stay current on the needs and wants of the target audience. As new trends arise daily, the brand can adjust its offerings on the fly, keeping up with coherent and opportune communication to an audience. 

• AI in Content Creation

Just as AI can be used to analyse and disseminate information and marketing, it can also create what needs to be sent out. Through its analysis, AI can suggest formats and topics that will work for their audience. Simplifying the process of content creation, in terms of social media posts, paid advertisements, and other marketing materials can make work faster and easier for the brand. Creative teams can use these tools to remove the ambiguity of content creation and make content that will have a higher success rate than a trial-and-error process. 

• AI-Driven Customer Engagement 

AI-driven chatbots and virtual assistants are revolutionising the point of contact between brands and their customers to ensure personalised and responsive customer care. These have numerous benefits, including instantaneous, 24/7 service and an escalation procedure in case of complex issues. A good chatbot will provide an exceptional experience to visiting customers, and can be make or break for a brand. Having a smart assistant can solve queries quicker, leaving human agents more time to devote to higher-ticket issues. 

• Creative Design and Brand Identity  

Maintaining a consistent brand identity across platforms can help brands build recognition and credibility with their audiences. AI can ensure that this consistency comes easily to brands, working in tandem with fresh and insightful designs for a human touch to the brand identity. Having a consistent brand narrative across platforms works for both the brand and their audience. In addition to recognition and credibility, it also brings comfort and a sense of stability to the brand’s audience. 

In this article, we have discussed how AI can drive the future of brand interaction. However, it is also essential to discuss the ethical implications of using data and generative AI. The notion that AI can replace a human team with regard to brand identity and interaction is wrong. Humans bring sensitivity, empathy, and cultural understanding to any branding venture. Human effort and AI strategy must work together to improve strategic input and drive brand strategy. 

Brands must adapt to these rapidly changing technologies to keep up with an audience that has a plethora of choices in the market. Emerging technologies should be monitored closely, and should be used to maintain relevance and a competitive edge. While there is still progress to be made on the AI front, brands may also find it prudent to keep abreast of data protection laws and ensure that there is no breach of privacy for their audience that gives their information trustfully and willingly. Companies that can embrace a good balance between AI and human-centric work, as well as ethical data practices, can revolutionise their strategy and efficacy, build a loyal audience, and position themselves as frontrunners in their respective industries.      

 DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.