Brand Strategies: Experimenting with AI
WGSN: Insight
AI is helping businesses create more engaging content and develop efficient work streams. Discover the four key ways to implement the tech into your offerings
Executive Summary
Embed AI across your organisation to improve hyper-personalisation within your teams' workflow and the customer journey to frictionless customer experiences.
Opportunity
Brands and consumers are increasingly growing accustomed to encountering AI in their daily lives, from the workplace to the content they passively and deliberately consume. AI tools are also increasingly accessible, with consumers becoming image makers and creatives on their own accord, while brands can leverage the technology to facilitate hyper-personalisation to drive engagement and service. As hyper-personalisation is expected to be a dominant force in B2C marketing in 2024, it's on brands to use this period to experiment with this technology and test it or run the risk of not measuring up to competitors who do.
Need to know
By 2028, companies across 10 countries that are currently using AI estimate that 70% of their workforce will use AI to automate or augment some of their job tasks.
There's a trust deficit among consumers. 61% of global consumers have reservations with AI and 61% feel the long-term impact of AI is uncertain and unpredictable. Brands/will need to be sure to fill the trust gap.
As of 2023, 56% of B2C marketers are already using generative AI in their business strategies compared to just 17% of in-house agencies. Big Tech is starting to roll out new tools; look to Amazon Ads, which unveiled an AI image generator in beta to help improve lifestyle imagery in ads.
Global consumers are demanding more from the content they consume as 62% expect personalised messaging from brands or risk losing their loyalty
Prioritise ai & human co-creation
Collaborate with AI as you would a co-worker to improve the quality of your creative outputs.
Key Strategies
offer hyper-personalisation
Make customers feel valued by engaging with their specific needs and desires by integrating AI technology.
Invest in Ai to improve customer service
Lean into the future of customer service by adopting AI tools to free up human employees
Integrate ai assistants within teams
Offer your team time back with AI assistants, which can automate mundane, time-consuming tasks and allow them to focus on work that requires more of a human touch