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5 ways AI will transform your brand in 2023

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Artificial Intelligence: Secret sauce or just the latest buzzword?

ANALYSIS

Blokhaus PR Team

Artificial Intelligence (AI) is making headlines, thanks to high-profile developments like ChatGPT and Midjourney. Understandably, the sudden emergence of super-capable tools apparently able to replace human artists - writers and designers - has created a lot of excitement, and of course some concern.

Our take? Generative AI might be new, but artificial intelligence has been around for a long time, in the form of machine learning (ML). While generative AI might raise legitimate concerns about job security for certain categories of skilled workers, AI in its various forms has the potential to be a powerful collaborator inside teams.

Certainly, as the use of AI becomes more widespread, it will become increasingly important for brands to stay ahead of the curve. With that in mind, here are 5 ways AI will transform your brand in 2023:

1: Hyper-personalization

AI will enable you to offer hyper-personalized experiences to your customers, by speeding up the process of data analysis to understand their preferences, behaviors, and needs. This will help you to tailor your marketing campaigns, products, and services to individual customers, leading to higher customer satisfaction and loyalty.

Each customer has their own unique set of preferences, and machine learning can help brands rapidly analyze customer data to identify trends, preferences, and behaviors

Developing content isn’t a one-size-fits-all approach. Each customer has their own unique set of preferences, and machine learning can help brands rapidly analyze customer data to identify trends, preferences, and behaviors. This information can then be used to create targeted marketing campaigns that are more likely to resonate with customers. Using generative AI to create custom designs for loyal customers could provide an effective way to enhance their experience and build brand loyalty.

Example: You’re a CMO at a global clothing brand looking to enhance the customer experience. You could use generative AI to create custom designs for customers. For example, customers could upload photos or sketches of their dream outfits, and the AI could generate multiple design options in real-time, based on their preferences. The customer could choose their favorite design, and your team could bring it to life.

This approach would not only enhance the customer experience but also provide a unique value proposition for your brand that sets you apart from competitors. By offering personalized styling and design services powered by AI, you can create a one-of-a-kind shopping experience that keeps customers coming back for more (and doesn’t keep them waiting).

2: Product development:

AI can help brands design and develop products that better meet customer needs. By analyzing customer feedback and preferences, brands can identify areas for improvement and develop products that are more likely to succeed in the market.

Using customer feedback to refine your generative AI art model ensures you’ll be creating designs that align with your customer’s preferences and tastes

Example: You’re the Head of Marketing at a leading sneaker brand, looking to improve your shoe design. You want to develop an appealing product based on the latest trend data. The solution: by incorporating artwork created by generative AI into your sneaker designs, you can offer unique and exclusive limited-edition releases that set your brand apart from competitors. Additionally, using customer feedback to refine your generative AI art model ensures you’ll be creating designs that align with your customer’s preferences and tastes.

You could use elements from artwork generated by AI to create unique patterns, color combinations, or textures and create limited-edition releases to build excitement around new designs. This creates a sense of exclusivity and urgency among your customers, encouraging them to purchase the limited-edition sneakers.

3: Predictive analytics:

Machine learning enables brands to analyze customer data very quickly, allowing them to make more accurate predictions about customer behavior, market trends, and sales forecasts. This streamlined approach will help your brand make more informed business decisions, improve inventory management, and optimize pricing strategies.

Example: You’re a Director of Brand Marketing at a coffee company, looking to identify market trends to improve customer satisfaction, increase operational efficiency, and reduce costs. You could integrate ML with your loyalty program, mobile app, and other sources to create personalized recommendations for your customers. ML has the power to analyze a customer’s purchase history and use that data to recommend new products your customers are likely to enjoy, or suggest a personalized promotion based on their past behavior. Generative AI can turn those recommendations into natural-speech messages.

4: Automation:

AI can be used to automate repetitive and time-consuming tasks, such as data entry, invoicing, and inventory management. This will free up your staff to focus on more creative and strategic work, improving productivity and efficiency.

Example: You’re VP of Marketing at an online retail store looking to improve efficiency. You could use ML in combination with generative AI for a variety of tasks, including inventory management, fraud detection, and optimizing your site’s design to improve the search and browse experience for customers. Your company’s use of AI in automation will allow you to streamline its operations, increase efficiency, and improve the overall customer experience.

5: Customer service:

Customer service powered by generative AI has the potential to significantly impact brands by improving the customer experience and increasing efficiency. It will transform the way that brands interact with their customers, and those that adopt this technology early on may have a competitive advantage over their rivals.

Generative AI chat can be trained to provide quick and accurate natural-speech interactions with customers, based on their exact issues, and previous contact history

Example: You’re Communications Director at a five-star restaurant looking to optimize the customer service experience. You capture data from every customer visit, such as past orders and known food preferences or allergies, and when the diner returns to your restaurant, you use machine learning and generative AI to offer personalized recommendations based on their preferences. These could be anything from recommended specials and wine pairings to suggested meals or even a complete custom menu.

AI can also be used in broader customer service contexts, to provide more useful responses to complex customer queries. Generative AI chat can be trained to provide quick and accurate natural-speech interactions with customers, based on their exact issues, and previous contact history. This frees up your staff to focus on more complex queries.

Generative AI is Here – Approach With Caution

It’s no secret that artificial intelligence carries a negative connotation for a lot of people, due to the implicit assumption that the technology will replace human jobs. However, both machine learning and generative AI tools like ChatGPT are only as good as the dataset they have at their disposal. And generative AI can’t (yet) match a human for the range of tone and emotion required for many types of content.

A brand’s tone and voice are everything – and for that reason, it's crucial to ensure that AI-generated content aligns with the brand's values and messaging. This means that QA is essential – if you’re a CMO or social media manager, you must constantly guard and maintain control over the content being created, and ensure that it reflects your voice and tone.

Brands that can strike a balance between this revolutionary technology and the nuances of the human touch are more likely to be successful in building strong, long-lasting relationships with their customers.

Blokhaus is a marketing and communications agency with a focus on Web3 and emerging tech. Since we were founded in 2021, Blokhaus has supported numerous high-profile projects and activations around the globe, working in partnership with some of the biggest brands in the world. To learn more about our work, check out our Case Studies. To get in touch, visit our Contact Us page.