Generative AI opens up completely new perspectives in brand communication and marketing. Today's tools, from ChatGPT to other AI-powered applications, are evolving from pure production tools to real drivers of data-driven, strategic approaches. Thanks to their ability to respond to inputs and data in real time, marketers can identify emerging trends faster, test them immediately, and guide the creative process in the right direction. Nina Haller, CMO Experience One, in conversation with Alex Jacobi and Max Lederer in the podcast “With love and data”.
The use of AI is changing the way we work and creating space for real value creation. Routine tasks can be automated, allowing resources to be focused on the planning and implementation of future-oriented strategies. Analysis, trend research and conceptual groundwork become more efficient – not to replace operational implementation, but to strategically underpin it and align teams on the essential aspects. AI makes it possible to gain valuable time and resources for what really counts: future-proof positioning and strategies.
With the increasing role of AI in brand communication, the question of IP (Intellectual Property) arises anew. Traditional agency business models need to be rethought and adapted to the new reality. As strategic transformation partners, digital agencies can ensure long-term competitive advantage for their clients by helping them build their own IP portfolio. Only through the targeted protection and active development of these assets can it be ensured that innovation not only comes about, but also strengthens business in the long term, for both clients and themselves.
Digital agencies now have the opportunity to redefine their role. It is no longer just about creative work – it is about becoming true innovation consultants and strategic partners for their clients. “The agencies that act as AI and innovation consultants today will determine the market tomorrow,” says Nina Haller. Strategic consulting therefore not only includes creative implementation, but also the protection and further development of intellectual assets to ensure long-term competitive advantage.
For CMOs and marketing executives, generative AI offers a real opportunity to strengthen the strategic importance of their area and to regain more influence within their organizations. Those who see AI as an integral part of brand strategy and have the right partners at their side will be more successful in the long term and take their company to a new level.
Ultimately, it is the willingness to actively use new technologies and embrace the dynamic changes in the industry that will lead companies successfully into the future. It takes a passion for innovation and a clear strategic mindset to use AI in a targeted way to ensure sustainable success.