Interdisciplinary teams to fully leverage AI potential

April `21 Issue

When brand strategy is based less on assumptions and more on AI-based observations or measurements, new opportunities for segmentation and positioning emerge. Likewise, brand knowledge and relationship can be elevated to new levels, e.g., through personalization based on a deeper understanding of cause-effect relationships, or performance can be significantly improved through predictive analytics. When used optimally, this results in benefits for both sides - the customers and the company.
To achieve this state, we propose interdisciplinary teams that exploit the technological advantages of AI at the brand level. In order to achieve this ideal state of "Integrated Brand Management," we believe that a corresponding corporate culture is required in which this interaction is enabled and promoted.

Click here to explore our approach to integrated branding through AI.