Before you rage against the machine, rage against your brand book
We all know AI has rapidly infiltrated the marketing world. The future is uncertain, but there’s no use denying that it’s here, it’s shiny and it’s already cranking out content faster than you can say “test and learn”.
Tom Wenborn, boss of creative in Thinkerbell Melbourne, explores.
Think about it. AI can now churn out thousands of variations of an ad. It can test them, optimise them, and basically train itself to be a brand’s own marketing department. Sounds efficient, right?
Well maybe not, if you haven’t laid down the foundations of how your brand should go to market.
Without a clearly defined brand world, identity, visual language, concept construct, tone of voice, all those AI-generated assets risk being as generic as Puma’s first completely AI generated film.
And, in a world where everyone’s got AI, how is your brand going to stand out?
