Artificial Intelligence: Brand is King

NB Team

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Artificial Intelligence (AI) is everywhere. While true human-like intelligence is distant, machine learning and intelligent systems are in use right now.

Last month we hosted an event in our Soho office around AI and its relation to brand. We also discussed AI’s place in our everyday lives. We wanted to dig into how ‘our invisible partner’ has integrated into the world of comms, marketing and PR. But we also wanted to answer some of the broader questions about how the technology impacts society as a whole.

Here are some of our top takeaways from the discussion:

1. First, assess what is not AI

Sonoo Singh, Associate Editor at The Drum, opened up the panel by pointing out that one of the main flaws in the discussion around AI is the tendency to use it as a catch-all, a blanket term. There is a clear distinction between true artificial intelligence, machine learning and simpler algorithms. There is a responsibility for the media, alongside the wider PR industry, to set the record straight on where that line lies.

2. AI can help you differentiate yourself and build proximity with your customers

Tricia Miller, Senior Director, EMEA Marketing at customer engagement platform Twilio went on to discuss how AI can be used as a point of differentiation between brands. AI, she said, can be the difference between good and poor customer service. It can vastly reduce time-to-action and customer query time. These can make all the difference. The key, though, is deploying it in the right way, via the right channel.

3. AI can help you make better decisions, faster

Tom Salvat, CEO at content strategy platform Concured chimed in on how he feels that the crux of AI from a brand standpoint is helping you to make better decisions, faster. AI can help crunch the data at a vastly accelerated rate when compared to a human. However, ultimately, it comes down to a human to make the critical decisions.

4. Personalisation creates the illusion of seamlessness. However, as humans, we thrive off friction

To close off the session, Sonoo mentioned that while personalisation continues to improve as AI gets smarter, seamlessness isn’t necessarily the ultimate goal for human interactions.

“The problem with personalisation is that it creates the illusion of seamlessness… when as humans we thrive off friction.”

“Serendipity should continue to play a part in our lives.”

While there’s still much-unrealised potential for AI, its use is continually maturing. It’s going to be important for brands to stay ahead of the curve in how this is playing out in our lives. This will help them to maximise engagement. Find out more in our AI report – and tweet us @NelsonBostock if you have any thoughts.