Brandingmag: How to incorporate AI into brand strategy

Potential impacts of AI are being discussed in every industry around the globe. Arguably, a significant proportion of these conversations are happening in creative studios.

In the world of design and branding, this new technology could have the ability to revolutionise the way we work. As some people fear that AI could leave hordes of people jobless, others believe its benefits have been overly exaggerated and creatives should steer clear away from it.

The adoption of artificial intelligence in branding is clearly a divisive topic. But to harness the power and potential of the tech, people must get to grips with how to incorporate it into their working practices. Whether it’s designers using AI to generate images from prompts* or using a large language model to create brand messaging, ground rules must be set.

Brandingmag, an independent journal narrating branding discussion with thought leadership from across the globe, asked UnitedUs for our thoughts on why brands need to set ground rules as they navigate AI. Strategy Partner Natalie Burns stepped up to declare how brands can benefit in the powerful yet perplexing world of AI.

READ THE ARTICLE: Navigating AI: Why Brands Need to Set Ground Rules

In the article, Nat explores the promises and pitfalls of AI’s inclusion in brands and businesses. As new tech is released and updated at a rapid rate, she looks at the importance of protecting brand identity, the value of authenticity and how to manage risks that ‘creativity from the computer’ throws up.

“Great brands are built on constraints: a set of principles and guides that help to carve out a unique space for the business, connecting its purpose and people. Guidelines and structures enable them to be creative and flexible without damaging the overall brand, but new technology provides an opportunity to disrupt those constraints.”

At UnitedUs we’re exploring integration of AI for the brands and businesses we work with. If you’d like to have a discussion about how we’re navigating artificial intelligence, and what this could mean for the future of the creative industry, your brand or business, just get in touch.

*The featured image for this article was created using Midjourney, a generative artificial intelligence program which creates images from natural language descriptions. The prompts used to make the image were taken from themes within Nat’s Navigating AI article, referencing fantastical Gucci campaigns and a ‘wild west’ aesthetic which visually represents the context of the current AI landscape.