Seizing Opportunities in the Cognitive Revolution Through AI-Powered Branding

Generative AI technology like ChatGPT has brought the world one step closer to the futuristic society envisioned by forward-thinking science fiction writers. But will this future be a utopian or dystopian one? Time will tell. In the meantime, businesses must understand and leverage AI’s burgeoning influence over the zeitgeist to build favorable public sentiment about their brand’s reputation. It has become a make-it-or-break-it moment for corporations in the battle against the spread of AI-led misinformation.  

AI Angst

Opinions run hot, cold, and everywhere in between when it comes to AI’s possibilities and ramifications. A recent survey by the Pew Research Center found that 52% of Americans are expressing greater concern rather than excitement regarding the increasing dependence on AI. This sentiment has risen by 14% since 2022. The current era represents a Cognitive Industrial Revolution teeming with potential, including AI’s provocative ability to sway public opinion.

Businesses and their communication teams must fortify their message with an if-you-can’t-beat-them, join-them approach, leveraging AI’s influence over public opinion and using that to their advantage. By being open and transparent, companies can direct the narrative and strengthen their brand’s image by becoming thought leaders in their industry—with more communication, not less.

Better Communication Through Thought Leadership

Businesses are urged to become thought leaders, effectively communicating their brand message through credible third-party channels such as the media and influencers. The influencer marketing sector is booming and is expected to reach a value of $24 billion by year-end. AI is being embraced by 63% of companies for campaign executions, with 55% utilizing it to pinpoint influencers. Moreover, 33% of the total market capitalization of the S&P 500, attributed to goodwill, is impacted by public relations (PR) strategies and tactics.  Brands must proactively shape and manage their narratives to influence their target audiences. Failure to do so relinquishes control of these narratives to others—rendering marketing, and sales, less effective.

However, implementing this shift necessitates moving away from stale approaches in public relations and public perception. Traditional methods in these areas have been neglected, with only a minority understanding the strategic guiding of public opinion. As AI-generated content becomes more prevalent, the importance of compelling storytelling at the beginning of the customer journey or at the start or top of the PR>Marketing>Sales funnel cannot be overstated.

Mastering the Codified Body of Knowledge of Public Opinion

Companies benefit from becoming better acquainted with the established principles and empirical data that mold public perception. Delving into case studies, contemporary theories, rules of engagement, and the evolution of public relations offers valuable insights into the intricate dynamics that shape public opinion. Armed with this knowledge, organizations can develop strategies, and tailor messages that strike a chord with audiences, enhancing the prospects of broader acceptance and dissemination.

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Celebrating Women Leaders Shaping the Future of Marketing with Gen AI

Empowering Change: Women Leading the Generative AI Revolution in Marketing for International Women’s Day

Shaping the Future: Women Leaders Spearheading Generative AI and Marketing Innovation for International Women’s Day

Celebrating Women Leaders Shaping the Future of Marketing with Gen AI

“Inspire change” sets the tone for this year’s International Women’s Day theme. It’s a fitting reflection of the ever-evolving nature of marketing, where change is the only constant. The last third-party cookie has finally crumbled, privacy laws are tightening, and now, Generative AI is quickly ushering in a new era of innovation and adaptation.

With mounting research demonstrating that gender-diverse teams outperform their peers time and time again, we turned the conversation over to the exceptional women thought leaders who are at the forefront of shaping the narrative surrounding Gen AI and marketing.

Let’s dive into their insights and experiences:

Julie Shainock, Managing Director Travel, Transport & Logistics (TTL) at Microsoft

Shainock is responsible for developing Microsoft’s point of view and future strategy for our WW Travel and Transport Industry. She is focused on leading the airlines, hospitality companies, cruise and freight logistics and rail companies to driving innovation that will enhance the customer and employee journey, while driving increased productivity and cost reduction with the use of Microsoft’s technology and its ecosystem of solution partners.

Generative AI is set to revolutionize the Travel, Transport, and Logistics industries by delivering unprecedented levels of personalization, efficiency, and innovation. It’s not just about automation; it’s about creating intuitive, seamless customer experiences and unlocking new levels of operational efficiency. For organizations to tackle the full potential of GenAI effectively, establishing a clean data foundation and a clear strategic vision for desired outcomes is critical.”

Heather Roth, Director of Digital Strategy, Slalom

Roth has over a decade of experience in digital strategy and analytics, marketing technology, AdTech and marketing transformation for a variety of clients in all key industries, both midmarket and enterprise.

“The promise of Generative AI in marketing has brought forward the importance of data quality and having a strong data strategy. For years, marketers have operated around data owned by publishers, often piecemealed together in different platforms and spreadsheets. The ability to execute on Generative AI tactics is only as good as the data you put into it, which is really driving companies to focus on understanding what data is needed across the business to execute on AI-driven experiences and making investments in owning their data and building out higher quality data inputs. The investment in data maturity has accelerated by years in a matter of months.”

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Three Innovative Ways for CIOs to Enhance the Customer Experience in Modern Business

Over the last few decades, innovative technologies have changed the future of business dynamics. Therefore, every industry uses the latest technologies to move forward, and CIOs are responsible for driving such technological changes within organizations. According to Globe Research, it has been witnessed that more than 27.7% of digital transformation for better customer experience (CX) initiates are sponsored or owned by CIOs, which indicates the rapid change in customer expectations.

For a better understanding and deployment of innovative digital transformation, CIOs need to work closely with other C-suites and department managers to enhance the customer experience and gain a competitive advantage in this digitized world.

Innovate the Customer Journey

With the recent development of technologies, companies are accelerating their business to attract innovative services and retain customers looking for a better-personalized experience, fast and secure applications, or software. Further, the new applications enable dynamic online ordering operations, such as same-day delivery or pickup, which helps customers interact with the organizations instantly.

For a better understanding of the applications or software, CIOs and business leaders can come up with an entire customer journey strategy involving the front end and the back end, making sure the circle is completely connected. Let’s consider the example of Zara, a multinational fashion company that announced that they are closing their 1200 stores across the USA and will start investing in developing an integrated omnichannel journey that will cost more than $3.1 million. This revolutionary change will help e-commerce, the supply chain industry, software development companies, and inventory management companies take innovative steps and make proactive approaches to problems and opportunities to identify resolutions.

Digital transformation, especially to upgrade the customer experience, is a journey; therefore, CIOs must be ready to restructure their strategies numerous times so that they fit their business objectives and goals. However, to embrace such change, CIOs are required to collaborate with every business leader and employee in the organization to increase the speed of executing data strategies, improve the customer experience, and conduct continuous reassessment of the change management process.

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AI Delivers Personalized Gift Recommendations for Retail Holiday Success

The holiday shopping experience has come a long way, from customers battling crowds of shoppers in a busy mall or market to the convenience of browsing online. Today, artificial intelligence (AI)-powered shopping solutions have changed the game entirely. Even retailers have embraced the competitive advantage of AI shopping, with the expectation that AI will drive their sales in the holiday season of 2023.

This article will discuss how retailers can excel in holiday sales with AI-powered gift choices.

Why Are Retailers Embracing AI Shopping?

According to a global survey, around 71% of retailers have embraced AI this holiday season with the belief that it will enhance the shopping experience for their customers, with 69% expecting AI to boost seasonal revenue and increase customer satisfaction. This optimization fueled the belief that customers will purchase more when AI is embraced by retailers. Let’s see why in-store or online retailers are embracing AI shopping with some examples:

AI Helps Enhance the Customer Experience

Thanks to AI, retailers can make the customer journey much more convenient and engaging. Customers no longer have to wait in long lines when they adopt the buy-online and pick-up-in-store concepts.

A great example is Zara’s AI robot, which elevates the in-store shopping experience. Zara introduced AI robots, which help customers avoid long lines and reduce their waiting time; rather, customers can buy the product online and visit the shop to pick it up. The robot further fetches the product from the back of the automated retail store and speeds up the in-store collection process.

AI Driving Sustainability in Retail

According to the IBM Institute of Business Value, around 84% of customers prefer sustainable brands, and AI has the potential to achieve zero-waste initiatives. This is a good example of on-demand manufacturing, where it not only solves the problem of personalization for customers but also leads to fewer returns and a decrease in CO2 emissions.

One of the best examples is that H&M Group has harnessed the power of AI to make fast fashion sustainable. In 2021, H&M launched the Body Scan Jeans pilot project, where customers could have their bodies 3D scanned in-store, enabling them to try different denim colors and styles virtually.  

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