How to grow your most valuable asset in the age of AI
A brand is still a company’s most valuable asset. It’s an intangible collection of signs, symbols, colors, behaviors, and voice, which never shows up cleanly on a balance sheet. You build it cumulatively, and when it finally comes together, it drives real business value. It’s why consumers pay more for a certain phone, sneaker, or pill. It’s why people choose you, again and again. Until recently,…
A company's brand is its most valuable asset, composed of visual elements, behaviors, and voice. It is built over time and drives business value. Traditionally, brands were created by humans, but AI is rapidly changing this process. Now, people often encounter an AI's version of a brand before interacting with the company directly.
Recent research shows that 64% of consumers have used AI to research a product or service in the past three months. While AI can increase output and efficiency, the experiences and content created from these AI interactions are often forgettable and low-quality, potentially harming a brand's reputation and sales, particularly among younger demographics.
The marketing industry has focused on scale rather than substance and soul, but a more effective strategy involves designing brands for both humans and AI agents. This approach, called Brand DNA or BRDNA, involves defining a brand's traits and teaching AI agents to make decisions aligned with those traits. By creating agents that understand a brand's values and priorities, companies can elevate their brand assets with technology rather than diminish them.
Successful implementations of this approach include an AI-enabled adaptive interface for G42 and an AI-powered experience for FOX One to enhance fan engagement during the World Cup.
Written by urgent.news from Fast Company's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
