Dancing with AI

Happy Friday,

How was your week? Mine was filled with fascinating conversations about planning, AI and brand building, reminding me of the early days of digital transformation trying to figure out our "digital strategy" from a TV spot.

Have you played with AI tools lately? Like really played with them? Not just asking ChatGPT to write you a poem or create a quick email, but actually exploring what they can do for brand building?

The landscape of AI in marketing feels like we're all at a high school dance - some brands are confidently showing off their moves in the middle of the dance floor, others are cautiously swaying by the punch bowl, and a few are still sitting on the bleachers, watching and waiting to be chosen.

The tech giants are all stepping onto the dance floor with their own moves - from generative AI features to search innovations, like Google's SGE, Gemini or Overview teaching us new steps, transforming how we search and discover brands. And let's not forget the creative agencies, who are like the DJs of this party, mixing AI tools into their creative process while keeping the human touch that makes campaigns memorable.

The winners of the brand building Olympics (e.i.Cannes) were proof of it:

• Love is Messy masterclass in sequencing

• Adoptable transforming dog adoption

• Kranch proving media monitoring can serve product innovation

• Brave saving lives by distinguishing voices

• Xbox bringing gaming to the field

• Say my name showcasing the power of insights

But here's the thing about AI and brand building - it's not about replacing the orchestra. It's about finding the right rhythm between automation and authenticity. The brands that are winning are the ones that:

• Keep their brand voice authentic | Even when using AI tools

• Stay consistent | Across all touchpoints, AI-generated or not

• Remain distinctive | Using AI to enhance, not replace, their unique value proposition

Think of it like a dance routine - you need both technical precision (AI) and artistic expression (human creativity) to create something truly memorable. The best performers know when to follow the choreography and when to add their own flair. 

So do you want to dance or DO you want to dance?

Until then,

See you next week