How to Build Brand Authenticity With Artificial Intelligence
AI and brand authenticity may seem like an unlikely pair, but you can build brand authenticity with artificial intelligence, learn how.
Artificial intelligence has been embraced by marketers in the digital age. People have mixed views about artificial intelligence, with some arguing that it could replace human skills and lead to job losses.
Despite these fears, AI is considered a powerful tool for user engagements owing to its diverse capabilities. Building brand authenticity is key to enabling customers to perceive a brand as respectful, reliable, and real. AI can be used to build brand authenticity in various ways.
Access to brand
Brand accessibility is the basis of building brand authenticity and boosting your business. Accessibility is all about bringing brands to customers and allowing them to experience them to the fullest. Marketers are constantly creating videos to relay a message of what they are offering to their audience. Manual captions are no longer in use because they are inefficient and time-consuming.
The AI-generated video captions enhance brand accessibility without much effort. These captions are be used on live video and are aimed at adding a touch of experience to the content.
Social media marketing is a popular way of engaging audiences and promoting brands. People with visual impairments may encounter challenges and fail to enjoy any content relayed via social media. This is where the AI-generated captions come in handy to break the barriers to access.
People can enjoy the content regardless of whether it is supported by an image description or not. AI reduces the efforts needed to create an accessible brand experience by allowing for wider brand connections.
Knowledge of customer experiences
Apart from removing barriers in brand accessibility, AI can remove barriers to knowledge. Marketers find it involving and time-consuming to gather customer feedback. Customer brand perceptions can be revealed through their online reviews and, mentions and comments. However, much of the feedback is hidden in the raw data.
AI uses sentiment analysis to sort complex data and offer insights into how customers perceive brands. The marketers don’t have to rely on the traditional and basic “positive” or “negative” perceptions. Modern AI-driven methods of gathering and analyzing customer feedback are making customer feedback more authentic.
Sentiment analysis deals with unfiltered customer feedback, unlike interviews and customer reviews. Since AI can process large volumes of complex data, it is suitable for analyzing customer feedback and getting insights into brand perception. Marketers can compare brand perceptions against the intended brands and determine whether there are any gaps. Bridging the gaps is a sure way of building brand authenticity.
Building brand assets
Apart from accepting the role of AI in brand access and knowledge, marketers should also embrace creative AI. AI is capable of generating content and authenticating brand experiences.
According to marketers for the leading website Mimy online, one of the most effective AI capabilities that can facilitate building brand assets is the generated text capabilities and text-to-image generation. AI tools can be used to design unique business logos that customers can relate to. Whereas such applications may seem like threats to designers, they play a role in humanizing brands.
Authentic brands must be unique and distinguishable from those of competitors. Marketers can save time they could have otherwise spent in generating draft logos. AI-generated contents and design enable marketers to concentrate on fine-tuning instead of dealing with foundations.
Marketers have more time to focus on details that can distinguish their brands from those of competitors. The AI-generated assets are geared towards customer experiences, thus allowing marketers to take more time on memorable assets.
Excellent customer support
If a business does not provide customers with valuable and prompt feedback, it’s bound to fail. When customers buy a product or service, they expect to enjoy support in case of any issues or concerns. When a brand fails to have an effective communication channel, this signals something negative about the brand.
Marketers must be responsible to the customers and they need to be available to answer queries that customers may have. When buying goods and services, customers are also “buying” support from the organization. Failing to offer support may result in the loss of customers.
One of the effective ways of providing AI-powered customer support is by using the chatbot. Chatbots can humanize a brand by giving it an interesting character and personality to automate customer queries.
Companies should use chatbots for the following reasons:
- Personalized user experiences – Through chatbots, marketers can allow users to feel remembered and special creating positive connections via authentic conversations.
- Improved engagement – Chatbots provide engagement with authentic content. Customers trust bots and the brands associated with them to meet their needs.
- Brand humanization – A bot personality should reflect the brand associated with it. Even though customers know that a bought is not a real person, the human touches are authentic and memorable.
Adding a live chat to a business website is also a great way to enable customers to have direct responses to questions or concerns at any time.
Marketers are taking their products online to ensure ease of access by anyone. Websites attract different types of visitors and that’s why it is important to use personalization to connect with the audience. When marketers put money generation aside and focus on user connection, they can create authentic brands. Companies are using AI to make social media posts, videos, and other content tailored to user needs.
Customers are more interested in bonding with products and services they want to buy. If marketers treat their customers as just revenue sources, this may slowly lead to reduced sales. Customers have so many organizations to choose from and therefore, if one company fails to meet their expectations, they know that another one will.
Marketers can start by gathering information regarding the listening habits of users and compile them into infographics to understand what attracted customers the most. The personalized campaign can make the participants talk about their experiences.
Marketers should stand out from their competitors by personalizing customer experiences using features such as email list segmentation and localization. They can use AI to understand the target market and use the information to cater to the needs of customers.
AI can help marketers to consolidate data streams from various sources and identifying actionable trends. They can use AI-powered chatbots to collect personalization data. They can also personalize content microelements by implementing AI. This may help them to get insights into brand reactions from customers.
Marketers should not neglect social media marketing for brand authenticity. Posting prescheduled social media content is not enough. They need to focus on value creation by engaging the audience in a conversation.
Customers are looking for unique experiences and want to be treated as individuals. For authenticity, brands should be able to engage users in conversations across different touchpoints. When incorporated in integrated marketing, AI enables brands to keep track of the journey of their audiences as they engage through those touchpoints.
Through AI, marketers can align the content marketing strategy with the content consumption patterns of their audiences. They can optimize the what, where, and how frequently users consume content for better results.
Marketers should keep track of the products customers have bought and the ones they are interested in. AI allows marketers to gather insights on the buying patterns and interests while enabling them to generate personalized product recommendations for revenue growth potential.
Offers that are customized to individual consumers can stand out. The AI-driven next-best offer management is a marketing solution that provides customized product offers. By understanding individual responses to past product offers, the machine learning and AI models can generate and customize offers and increase the chances of purchases.
Artificial intelligence is an excellent way of building brand authenticity. AI enhances the efficiency and effectiveness of enabling customers to have a brand touch and hence make them want to engage more with a business. Access to the brand, customer experiences, and brand assets can enable marketers to realize brand authenticity goals. The marketers can also offer AI-powered customer support, personalization, and user engagement.