AI is changing the way brands interact with their customers, how they use customer data, and design products and marketing assets alike. As we stand on this critical juncture, two major questions emerge: How should brand leaders navigate this new era? And what should they do with the narrative space that emerges beside it?
To engage in these questions, from both informed and imaginative viewpoints, we invited input from a wide range of experts at the forefront of AI, journalists, cyber-psychologists, designers and brand leaders. Their perspectives unravel the trends and narratives shaping the business landscape and societal perceptions.
In response to the evolving landscape, we developed a brand-new positioning framework: The Brands in the Age of AI Matrix to encapsulate the spectrum of brand value propositions. From efficiency-focused brands to experience-centric ones, this matrix identifies four distinct personas with different views and approaches to AI to help brand leaders determine their brand AI journey.