Hotwire, communications consulting agency, marketing and public relations of tech brands, et The House of Beautiful Business, network dedicated to brands in search of reinvention, collaborated in the writing of the report entitled “The discourse of brands in the age of AI”. A report that presents original and inspiring research.
As AI becomes ubiquitous, its impact on brands, their positioning, their speech and the relationship they maintain with their customers, is obvious. To guide leaders and enable them to make informed decisions, Hotwire and The House of Beautiful Business have produced a report that draws on insights from in-depth interviews with a panel of experts, researchers, journalists, cyber psychologists, visionary leaders, designers, etc. “This report is designed to give leaders and their teams the keys to urgently adapt their brand messaging in a world disrupted by AI”, indicates Virginie Puchaux, Managing Director of Hotwire France. Detailed and complete, This report explores a range of possible brand strategies and narratives as we move towards a radically technological future, while highlighting the challenges and risks associated with it. It provides predictions on the impact that AI will have on consumers' relationships with brands. “The development of AI is evolving at breakneck speed, just like the news. Leading and managing a brand in times like these is challenging, because the opportunities and risks seem significant. Every brand story will be impacted by AI, and this report aims to provide guidance and resources to those building a better future.", explains Till Grusche,
co-founder and co-CEO of The House of Beautiful Business.
A matrix of brands in relation to AI
At the heart of the report is the Brand Matrix in the Age of AI, a grid which illustrates the range of value propositions of brands and which aims to help managers become aware of the positioning of their brand on the quadrant. The matrix is based on the idea that two implicit brand movements emerge, alongside AI. It distinguishes four main categories with opposing views and approaches towards AI.. The x-axis represents the spectrum of brand value propositions, with, to the left, those focused on efficiency and on the right those focused on experience. The y-axis represents the spectrum of brand enthusiasm for AI. At the top are brands that show extreme interest and optimism in AI, and below those who approach it with caution. In addition, the report introduces several narrative tracks to nourish each of the elements of the quadrant and offers new narratives to explore.
