How will AI impact the world of branding in 2024?

How will AI impact the world of branding in 2024?
Giles Taylor writes for W/Brand Design Blog
Giles Taylor, March 13, 2024

AI is no longer the future. It has infiltrated our world in ways we never thought possible. We’ve seen AI used for processing large amounts of data, writing copy, answering questions, and most recently, the creation of hyper-realistic video via Open AI’s new product, Sora

We have no idea where the widespread adoption and integration of AI in society could take us, but we’re fascinated by what it could do in brand marketing. Is it a case of jumping on board, or approach with caution? Well, how you use AI in branding is completely unique to your business. But one thing’s for sure, AI should never replace human creativity.

In this blog post, we’ll explore where AI is already being used, how it might be utilised, and examine the pros and cons of using AI as part of your brand marketing strategy in 2024 and beyond.

How is AI used in brand marketing?

Currently, AI can be used in a wide variety of ways for brand marketing within an organisation, especially with the creation of assets and resources such as imagery, ad copy, on-page SEO and creative content.

Although not perfect, when reviewed and quality-checked by a human, AI-generated content is doing an OK job. This can vastly speed up the process and reduce the investment required, all while maintaining consistency and communicating brand values. However, it’s important not to get lost along the way. If you use AI to write all your copy, you’re essentially producing content that’s not really original or creative. It should be used as a tool to enhance your brand content, rather than replace it. If you don’t stay true to your tone of voice as a brand, you’ll start to lose your brand personality.

It’s also long been harnessed for use within programmatic advertising, specifically, analysing vast amounts of data at scale. Combined with ever-improving algorithms and automation tactics, users can significantly improve ROI and deliver a highly personalised experience for your customers.

Taking this further, the use of chatbots within CRM has been a beneficiary of AI. By imbuing the chatbots with a defined personality and brand voice, and incorporating this into other touchpoints, it’s possible to create a highly consistent and joined-up user experience.

Finally, at an everyday level, AI can be used for automation and brand protection. For example, it can schedule social media posts, manage ad campaigns or detect fraudulent activity such as the creation of fake accounts, comment spam or plagiarism.

Until now, AI has largely been used so far in the delivery of advertising and branding collateral. When it comes to creating and developing a brand, humans still rule the roost. However, writing in Forbes, Ian Liddicoat predicts that “AI is perfectly placed to change every other aspect of the industry, making an impact across everything from production right through to insights and reporting.” So with that in mind, what can we expect in the future?

What is the future of AI in branding?

The rest of the 2020s will see AI continue to improve in both its ability, creative output and the speed at which it can work. But how might this look in the day-to-day for marketers and branding professionals?

One very specific way that AI can prove its worth is with the reduction in the use of third-party cookies over the coming years. Google Analytics 4 has already stopped using cookies and AI will help fill the gap, allowing marketers to keep delivering relevant, targeted advertising and gain insights into campaign effectiveness.

However, creativity is at the heart of branding and marketing, and as Ian Liddicoat puts it “there has always been difficulty in establishing how creative components interact with media and data. As a result, insight into what makes a successful campaign design has been elusive.”

AI and Creativity

We expect AI to be a core part of the solution to this problem in that it will help us all understand how different campaign components are interoperable, and how we can use this understanding to improve branding and marketing performance.

For example, we may be able to understand which specific creative components of a given campaign are driving interaction and engagement. Consequently, marketers will be able to focus on these performance differentiators and potentially create real-time custom content for a given customer segment, to achieve their organisation’s goals.

Due to AI's innate deep learning, these findings can then be used to influence future campaigns and target new potential customers. This predictive analytics can help brands anticipate evolving customer needs and preferences, and enable them to shape their brand or develop targeted campaigns to stay ahead of the competition.

We don’t ever see AI replacing humans in creative roles within brand marketing, as the models are still nowhere near capable of replicating human thought (they also have some unfortunate drawbacks, which we’ll explore in the next section). However, writing in The Drum, Webb Wright argues:

“Despite its relatively recent appearance on the mainstream cultural stage, AI is already widely viewed by many marketers as being an essential tool. By extension, there appears to be a growing consensus that marketers who embrace AI in the present will have a significant future advantage. As the futurist Daniel Burrus recently [said], AI will not replace humans, but rather, “humans will be replaced by humans using AI.”

What are the pros and cons of using AI in your brand strategy?

However, the use of AI does not come without considerations and balancing of the pros and cons. We’ve seen how AI can significantly improve the speed and consistency of your branding, but what are the drawbacks?

  • Quantity Over Quality: Given the ease of creating AI content, it is easy for marketing professionals to adopt a “that’ll do” mentality, safe in the knowledge that they can simply try again.
  • Unimaginative Campaigns: The use of the same handful of AI tools by marketers can lead to convergence, with everybody ending up with the same, monotonous and uninspired creative output. With a focus on performance and metrics, we may lose the imagination that makes some campaigns great in the first place.
  • Falsehoods and Biases: AI tools can be prone to presenting false information as the truth, with no real way to determine the difference. This can prevent significant risks when it comes to perpetuating potentially damaging human biases and discriminations. 

As we can see, an organisation must still use a human to ensure that their use of AI allows them to be inclusive, representative and, above all, trustworthy. Blindly trusting and utilising AI could cause more harm than good. However, it’s also clear that AI represents a huge opportunity when it comes to brand marketing in 2024 and beyond. Turbocharged campaign performance, improved user journeys and hyper-personalised content are all within reach of forward-thinking organisations that can make AI work for them.

At Withbrand, we’re the experts in creating B2B branding strategies that deliver results. If you’d like to discuss our branding services, don’t hesitate to contact us.

Giles Taylor writes for W/Brand Design Blog

Giles Taylor

Giles is the founder and creative director for W/Brand. A graphic designer from Reading in Berkshire, UK, he's a dad with two wonderful children who enjoys walking and playing the guitar.  

Get started today!

Please type your first name.
Please type your last name.
Invalid email address.
Invalid Input

I have read and agree with W/Brand's privacy policy

Brand Agency Get In Touch Start your Brand Journey