BRAND STRATEGY
he way brand equity is built and sustained is changing. As companies leave the experiential phase of AI, marketing teams are increasingly seeing the technology as a core tool for managing market reputation and identity. In fact, research from McKinsey finds that AI could improve marketing ROI by up to 30 %, while 86 % of marketers say they are excited by the potential of AI in a marketing function. Using AI in a branding strategy, however, requires teams to move away from traditional, static guidelines and focus instead on creating more fluid, intelligent systems. Building this out can help marketing leaders build a more agile approach to branding – freeing up creative teams to focus more on high-level strategy and ensure that brand identity remains distinct and authentic.
Personalisation in the AI era When creating a marketing campaign, it can be easy to forget the amount of noise it has to cut through. According to research by the University of Southern California, in the 1970s, people were exposed to approximately 500 advertisements per day.
Today, that number stands closer to 5,000 – with adults seeing an average of two million 30-second commercials each year. Tailoring advertising to individual consumers can help brands stand out in this envrionment’. Research by McKinsey finds that AI-driven personalisation can improve customer satisfaction by 15 % to 20 %, while Campaign Monitor found that 73 % of consumers report that they would rather do business with brands that personalise their email communications. To truly personalise campaigns, marketers need to move towards more individualised, real-time interactions. Using AI makes it possible for a company to analyse and act on consumer signals almost instantly, helping brands deliver more tailored experiences. Instead of creating a rigid, pre-scheduled campaign, AI tools can evaluate historical engagement, browsing behaviour and other situational factors to promote relevant content.
Rapid responses Since the advent of social media, marketers have been under more pressure to respond to trends. Traditional marketing models would often involve weeks of planning and execution to deliver a campaign – whereas today, some teams will have just a few hours to be a part of a key cultural moment.
62 October 2026