Use Generative AI to Promote Your Brand

Many brands may not fully understand the capabilities and benefits of Generative AI, or they may be unaware of how it can be applied to their specific business needs. This discussion is an attempt to highlight the potential of Gen AI by providing practical examples of its use.

Nike used Generative Artificial Intelligence to offer customers personalized sneaker designs through their “Nike By You” platform. By collecting data on customer preferences, including color choices, design elements, and patterns, Nike’s AI algorithms generated unique sneaker designs tailored to individual customers’ tastes.

As a customer you could then customize and order sneakers of your color and design from Nike website or mobile app. This initiative not only enhanced the customer experience by offering personalized products but also drove engagement and sales by tapping into customers’ desire for unique fashion.

Generative AI or Gen AI is revolutionizing consumer marketing and personalizing products to a granular level. According to a 2023 report by McKinsey the productivity of marketing alone due to Gen AI could increase 5-15 % of total marketing spend.

Another sports brand Adidas collected vast amounts of data related to how athletes’ feet moved during different activities like running, jumping, and cutting. The collected data was then fed into Generative AI algorithms and analyzed to generate highly customized sneaker designs. Futurecraft STRUNG” provided the perfect balance of support, cushioning, and flexibility based on each athlete’s unique characteristics.

Once the personalized designs were generated, Adidas utilized advanced 3D printing technology to manufacture the sneakers on a mass scale and tested extensively by athletes to ensure they provided the desired level of comfort and support. After collecting feedback from athletes, these were further refined to make sneakers that were unique, in comfort and performance.

Cereal company Kellogg is scanning trending recipes that includes breakfast cereal and using the resulting data to launch social media campaigns around these creative recipes. L’Oréal is analyzing millions of online comments, images, and videos to identify opportunities for new products.

Campaigns that once required months of market research, content design, insight generation and customer targeting can now be rolled out in a week. Executed well they can improve customer engagement and satisfaction, albeit for a brief period until the next brand uses Gen AI to do the same.

Likewise companies trying to launch a product, a beverage for instance in a new country typically takes a year, using the traditional product development concept, to come up with a drink that appeals to its people.

With Gen AI, it’s a lot easier. ChatGPT can provide user insights if you feed it with aggregate, nonconfidential customer information and then ask for suggestions on flavor trends to generate a basic understanding of consumption and consumer behaviour.

An industrial designer takes approximately 10 days to develop a concept that incorporates form, flavor, and packaging. Using a text-to-image Gen AI tool, it is now possible to produce 30 high-fidelity beverage concepts in a day, with images and tag lines.

Having said that, the adoption of Gen AI varies depending on industry, company size, technological readiness, and customer expectations.

Some brands, particularly those in technology, e-commerce, and innovative industries, have embraced Generative AI enthusiastically. They see it as a means to differentiate themselves, enhance customer experiences, and gain a competitive edge.

Others may be hesitant to fully embrace Gen AI due to concerns regarding data privacy, ethical considerations, and the potential for misuse. These brands adopt a more cautious approach, waiting to see how the technology evolves and how it’s received by consumers.

Which is why success stories, case studies, and testimonials that highlight the benefits of Gen AI can help convince other brands to explore its potential.

Infyni offers several courses in Gen AI of varying duration and levels by experts from the industry. They are meant for beginners as well as professionals looking to leverage Gen AI for their workplace. ~