Isaza identifies five areas where GenAI can be beneficial in brand strategy: identifying clichés, supporting a point of view, providing thought-starters about a brand or market, exploring tones for the brand, and keeping the human element. Despite the benefits of GenAI, Isaza argues that some tasks should remain in the hands of human creativity, such as understanding cultural changes or emerging movements. He concludes by emphasizing the importance of human creativity in brand strategy, which needs to break schemes and generate new visions and innovative positioning territories.
Key takeaways:
- Generative artificial intelligence (GenAI) tools like ChatGPT and Bard are becoming essential for strategic brand planning, as they can mimic written language and predict the next word in a text, making them useful for consumer analysis.
- These GenAI tools can help identify clichés, support a point of view with statistics or examples, provide thought-starters about a brand or market, and explore different tones for the brand.
- While GenAI tools can provide valuable insights, they cannot replace the human element in understanding cultural changes or emerging movements, and the precision and specificity of ad hoc research.
- Brand strategy is a creative job that needs to break schemes and generate new visions and innovative positioning territories, and human creativity plays a crucial role in this process.