AI in Branding: A Strategic Framework for Control.
AI for Brands: A Strategic Guide to Managing Risks and Preserving Identity.
The Challenge of AI and Brand Identity
The rise of artificial intelligence offers vast potential for efficiency and creative production, but it also presents a significant challenge to brand identity. Great brands are built on a framework of principles and constraints that define their unique space. AI has the capacity to disrupt these constraints, and while efficiency gains are valuable, they are not a net positive if the output erodes the brand's core.
The visual impact of AI is one area of concern. For example, Levi's faced criticism for using AI-generated models to promote diversity instead of hiring a more diverse cast of human models. This highlights a fundamental question for brands: Does the use of AI align with brand purpose?
For a brand like Dove, which has built its identity on "real beauty," using AI-generated models would be inappropriate. Conversely, a brand like Gucci, which sells a fantasy, could use AI to enhance its aesthetic without undermining its brand promise.
AI also affects a brand's verbal identity. AI tools like ChatGPT do not inherently understand a brand's specific tone or editorial style. Without precise instruction and human oversight, these tools can produce content that lacks authenticity and brand consistency. For instance, a brand may use "fit out" while a partner uses "fitout."
While this is a minor detail, an AI must be trained to understand and replicate such nuances. While some tools, such as Anyword, are getting closer, human supervision remains essential to ensure that AI-produced content aligns with brand guidelines.
The Imperative of Authenticity and Risk Management
A lack of clear ground rules for AI can lead to brand unraveling. As the lines between human-produced and AI-produced content blur, consumer distrust can increase. Establishing a clear set of AI policies demonstrates transparency and helps maintain trust with customers.
The legal and ethical risks of AI engagement are significant. There are ongoing legal battles over the source materials used to train visual AIs, as well as questions of authorship and licensing. Additionally, data used to train AI models is often incomplete, inaccurate, or outdated. From a global brand perspective, the "move fast and break things" ethos is a high-risk strategy that is not viable for every company.
Brands must also proactively address the deeper, long-lasting ethical implications of AI, particularly the potential for ingrained human biases to infiltrate the technology. There have been instances where AI has perpetuated biases, underscoring the need for a plan to prevent this.
Putting policies in place helps to guide employee excitement and mitigate fear surrounding job displacement.
Establishing Ground Rules
A brand's reputation is at risk if AI is used inappropriately.
Before engaging with this technology, companies must perform due diligence and define the specific risks and opportunities. A clear set of AI policies should address three core areas:
Data privacy: Define what materials are appropriate to share with an AI and under what conditions.
Referencing: Establish an internal system to identify content that has been created or contributed by an AI.
Inclusivity and ethics: Provide a guide for teams to sense-check for inherent biases in AI tools and their output.
These policies force businesses to have a hard conversation about where using AI fits within their organizational purpose and the roles their people will play.
The goal is to foster a culture of continuous learning and mindful use, ensuring the technology aligns with the brand's values.
Bottom Line
The integration of AI into a brand requires a proactive strategy.
Success depends on setting clear, ethical ground rules to manage risks, maintain authenticity, and ensure the technology reinforces, rather than erodes, brand identity.
