Artificial Intelligence, an opportunity also for branding.
The other day an email arrived in our inbox with a relentless headline: “90% of online content could be generated by Artificial Intelligence by 2026”.
A statement that makes it clear that we are facing a new era and that, from a branding perspective, we can only wonder how this technology will redefine the narrative development of brands and what its role in creativity will be. Because it is clear that it will.
In any case, although from now on we will dedicate our time differently, at KNOM we believe that human value is and will be indispensable in the creative industry. Because we need imagination, empathy and also human judgment.
AI is just another tool that, as the camera did in its time, will improve efficiency, accelerating processes and saving costs, and will help us to capture graphically and verbally what we have in our heads.
In this sense, the implementation of AI will most likely imply a revaluation of fields, such as brand strategy or art direction, where decision-making is a crucial element.
Decisions that, at the end of the day, are the basis for achieving distinctive and relevant brands for the user, the ultimate goal of branding.