The success of a brand depends on the effectiveness of its brand assets - be it an Instagram story, a banner, a TV spot or packaging. The challenge: individualization and the large number of channels and formats lead to a constantly growing number of assets and makes it necessary to develop them quickly and with agility. Therefore, it is barely surprising that the use of artificial intelligence (AI) is one of the most important marketing trends.

AI enables automated quality control

So far, there have been two ways to ensure quality in marketing: fixed rules and tests with consumers. Rules certainly help, but their compliance must be checked, and the use of AI solutions is ideal for this. Especially when many agencies and people are involved, the AI can provide feedback during the creation and approval process whether the CI and CD have been complied with. Tests with consumers are definitely necessary as well, but they cost time and money, so that they are either not carried out or only carried out at the end. An AI solution, trained with consumer data, is an optimal alternative here, because AI makes the intuition of consumers available as scaled feedback in the company. Today, for instance, a marketing team optimizes the branding before the ad is switched on. By connecting the AI to the company's asset management systems, this quality control can also be seamlessly integrated into existing processes.

Optimization from the start

With AI, quality control is continuously available. This means that it can be used to iteratively optimize the quality directly during the creation. If so far, marketing only received feedback after the ad placement - whether the branding was good or not, the budget has been spent. However, the AI is now available as often as you like at any time. This enables the team to continuously optimize the branding during the shoot or in post-production. This applies to every type of asset: AI solutions can automatically control the quality, continuously give feedback on the effectiveness, and thus enable iterative optimization of content. The AI does not make its own decisions but gives feedback and supports the team - this prevents lengthy discussions and objectivized decisions. AI solutions that assist humans are therefore also referred to as augmented intelligence.

Agile and consistent

More and more and constantly changing people and companies are involved in the creation of assets. So, how do you ensure consistent brand management? In other words. “how can you make the knowledge of what is right and what is wrong available to everyone involved, regardless of the person? This is exactly what AI does: from CI and CD to brand values, AI learns the correct use of assets and thus ensures consistency in a dynamic environment.

AI as design assistant

AI solutions can not only control, but also create things. The Japanese technology company DataGrid, for instant, has introduced an AI-based system for generating fashion models: AI creates the image of a model, including the relevant fashion items. Certainly, this principle can be applied to many different types of content. From control to optimization to creation, the potential to make brand management more effective, time-saving and cost-effective is huge. Marketing managers, who want to make their brand future-proof, must use the opportunity of dealing with AI now.

By Daniela La Marca