Is the ‘AI Manager’ Tomorrow’s Best Brand Manager?
Recent talks with global brand managers reveal AI is leading brand management innovation and will profoundly transform it
Pieter Bosschaart
Client Partner Digital
At VIM Group, we constantly engage in conversations with global brand and communications managers. Recent discussions at the EACD Summit in Brussels, the Adformatie CMO-day, and the Templafy | Microsoft event in Copenhagen have led to a clear conclusion: AI is at the forefront of brand management innovation, and it is bound to transform brand management — if it hasn’t already.
Brand technology
Brand Management
AI is here to stay
Recent research from Microsoft (Work Trends Index) shows that almost 75% of the employees in Europe use generative AI tools in their daily work. Users say AI helps them save time (90%), focus on essential tasks (85%), be more creative (84%) and enjoy their work more (83%).
“75% of the employees in Europe use generative AI tools in their daily work.”
However, BYOAI’s (‘Bring Your Own AI’) uncontrolled rise also brings potential risks. When employees use free tools unguided, their data could be collected which brings an increasing risk of data breaches. In addition, organisations miss enormous productivity gains when AI use is not supported or streamlined and there are no guidelines in place.
The ‘Bring Your Own AI’ movement is a wake-up call for brand leaders to take action and reap the benefits of this technological revolution for brand management.
The Rise of AI in Brand Management
World leading brands are increasingly opening up to and experimenting with AI solutions for brand management, content creation, and document automation. This development is occurring more rapidly and extensively than I anticipated.Interestingly, legal and IT departments, which are typically cautious about new technologies, are also opening up to adopting various AI solutions despite their early stages of development. This openness signals a significant shift in how organisations view AI and a new level of confidence in the technology.
Productivity Gains through AI Brand Management Tools
One of the biggest selling points of AI today is the promise of a boost in productivity. We are seeing existing, industry-leading platforms get AI-driven integrations designed to allow users to have access to more and do more.
AI’s impact on content creation and document automation is particularly noteworthy. Generative AI on content and template management solutions, for example, lets employees automate the creation of documents while consistently meeting the brand’s tone, voice, and style guidelines.
“Generative AI on content and template management solutions lets employees automate the creation of on-brand documents.”
AI-driven document automation is also revolutionising how organisations handle documentation. It can automate repetitive tasks, such as data entry and report generation, freeing employees to focus on more strategic activities. Meanwhile, in brand portals, AI can improve everything from smarter asset management to analytics and insights on brand asset use that could help inform content strategies.
These capabilities are crucial in helping brands meet the demand for more content while ensuring brand consistency, thus reinforcing brand identity, and impacting consumer perception.
Unsurprisingly, the success stories surrounding AI in brand management revolve around productivity and efficiency. Organisations report higher returns on investment (ROI) in their marketing efforts, improved brand consistency, and significant time savings in document-heavy operations. The economic value of these AI applications is a powerful incentive for organisations to further explore and invest in AI technologies.
Legal and IT Departments Embrace AI
Brand and communications departments are not the only ones taking the giant AI leap. As mentioned, the increasing adoption of AI by legal and IT departments is a critical development. These departments have always been gatekeepers, constantly wary about how new innovations meet security and compliance standards. Their openness to AI indicates a growing confidence in AI’s capabilities and a recognition of its potential benefits. This paves the way for broader implementation of AI solutions across organisations, further driving innovation in brand management.
With all these options, communications and brand leaders face an overwhelming yet exciting landscape of brand technology with endless possibilities. However, it is important to remember that these major industry players are steering the wheel. And, like any new innovations, AI in brand management is not without risks. In addition to concerns about security and privacy, using AI in brand management raises questions about dependability, complexity, and maintenance, among other factors. Not to mention, these tools often require substantial upfront investments.
Then, there is also the question of compatibility and integration. Finding the right AI-driven solution and making sure it fits into the organisation’s existing system is no walk in the park.
The Future: AI Manager as the Brand Manager?
Given these trends and observations, it is worth contemplating whether the “AI Manager” could become tomorrow’s best brand manager. AI has proven its value in enhancing productivity, ensuring consistency, and driving economic benefits. As AI technologies continue to evolve and mature, their role in brand management is likely to expand further.
However, it is essential to remember that AI is a tool, not a replacement for human creativity and judgment. While AI can significantly enhance efficiency and consistency, human oversight and strategic and critical thinking are crucial for successful brand management. The future of brand management will likely involve a collaborative approach, where AI and human managers work together to achieve optimal results.
“Integrating AI into brand management is not just a trend but a transformative shift.”
Integrating AI into brand management is not just a trend but a transformative shift. Enterprise organisations are embracing AI at an unprecedented rate, driven by its productivity benefits and economic value. AI will undoubtedly shape the future of brand management, and it is an exciting time to be involved in this field.
The extent to which AI can influence and drive brand management remains to be seen, but the possibilities are undoubtedly intriguing.
Let’s talk about AI!
Would you like to talk about AI and how this can possibly leverage it for your brand management needs? I’d love to connect and explore the possibilities with you. Schedule a quick meeting or connect with me on LinkedIn!
