AI helps companies scale their businesses by drawing valuable insights from data. It also helps them understand their consumers better, personalize the messaging and interactions with them and increase their brand accessibility.
With the application of AI, companies can build products and services that are in line with customer requirements. From playing a significant role in self-driving cars to customizing medical treatments for patients, the applications of AI are far and wide and spread across many industries.
This blog will help understand four key ways in which brands can use AI to build authenticity.
When defining the brand image of a company, the type of content and design they choose to represent themselves certainly matters. Though the most important factor is the impression it has on its customers. How the consumers perceive a brand defines the brand’s image and the collective customer experiences with the brand help build its authenticity.
Here’s an interesting example of a brand that benefitted from the use of AI, which helped them expand their customer base. According to Harvard Business Review, RappiPay, a Latin America-based digital-first banking company, saw a tremendous increase of 179% in their conversions in Mexico when they used highly personalized messaging for their customers. As they continue to use AI to expand their product, this helped them gain 250,000 new customers in the first six months.
Now, let’s take a look at the four key areas to focus on when using AI to enhance brand authenticity.
The stepping stone to building brand authenticity is brand accessibility. The most important aspect of it is to make the brand accessible to a wider audience. This can be done by consistently providing information about the brand to its customers in a format that they can access. The goal with brand accessibility is to make the brand reachable to the audience and to be responsive to their needs and interests.
With the increasing trend toward video-based content, brands can make use of AI-powered video captioning to make it accessible to hearing-impaired people. Manual captioning of these videos can be tedious and can become another added task on top of all the marketing and branding efforts for the team. AI-powered image captioning, automatic translation, and text summarization are some other applications through which AI can improve brand accessibility.
Among the various AI intelligences that marketers can leverage, feeling AI can help with customer understanding and sentiment analysis. With the growing AI technology, feeling AI has the ability to understand the emotions of the customers, beyond just the positive, negative, or neutral aspects. It can now also detect sarcasm in customer feedback.
Understanding customer sentiment and how consumers perceive a brand is a crucial factor in building brand authenticity. This helps marketers understand the lag between how they intend the brand to be perceived and how it is actually perceived.
Personalized Customer Experience
A Salesforce research on customer expectations shows that about 66% of customers expect brands to understand their unique needs and look for personalization. One of the roadblocks to building brand authenticity is that, as marketing efforts scale, they tend to become impersonal.
AI offers solutions like Google’s Recommendations AI, which can learn customers’ unique needs by analyzing the content and products they connect with. Based on this knowledge, the tool then provides personalized recommendations. Presenting a particular aspect of the brand that a customer connects to, with the help of AI, can lead to improved customer satisfaction.
It isn’t surprising that creative AI, which can generate content and design, can seem like a threat to marketers. However, AI can actually help in creating more authentic brand experiences for consumers.
AI-powered text generation, AI-powered logo creation, and AI text-to-image generation are some applications that can help in humanizing brands. These applications can save marketers the time they spend on generic first drafts. This, in turn, leaves them more time to work at a unique angle that sets them apart. It saves them the time and effort spent on the foundational level and allows them to utilize it for fine-tuning their work.
AI can help overcome a lot of barriers to build brand authenticity. While automating certain tasks, and doing some of the tedious and time-consuming work, AI can ease the work of marketers and help them understand their customers better.