Guy Utley, Co-founder and Creative Director at Tall, on why AI falls short in capturing the intangible qualities that define a brand.
In the world of marketers and brand owners, there are two hot topics that dominate discussions: digital branding and AI. I’m fascinated and intrigued by their evolving relationship both now and in the near future.
Recently, I found myself engrossed in the film ‘AIR’ directed by Ben Affleck. The movie recounts the journey of Sonny Vaccaro, a shoe salesman who played a crucial role in Nike’s pursuit of basketball legend Michael Jordan. The story culminates in a pivotal moment where Nike, an underdog at the time, competes against giants like Converse and Adidas to win over the Jordan family. The responsibility falls on Peter Moore to design a shoe that not only embodies the Nike brand but also represents MJ himself.
Long story short, against all odds, Nike wins the contract, forever changing the fate of Nike Basketball. This got me thinking: what if Peter Moore had access to AI back in 1983? My hunch is that it would have been a dismal failure. AI lacked the essential human connection needed to make the right decision, like going against the grain and opting for a red shoe, even if it meant breaking the rules and incurring fines.
In essence, the crux of successful branding lies in the soul, personality, story and vision behind a company. Brands need to reflect themselves in a world where customers seek authentic connections. While AI can positively impact the brand-building process by offering insights and streamlining tasks, it falls short in capturing the intangible qualities that define a brand.
