A few years ago, for the vast majority of internet users, it was impossible to think about the scope that artificial intelligence would have in the digital world. Chat GPT with its generative capabilities were simply unthinkable and, now that there are hundreds of tools that make use of neural networks to facilitate any type of process, it is pertinent to question what implications this will generate in the world of branding.
Are we facing a revolution in brand design and development thanks to Artificial Intelligence? The answer is: No
Although artificial intelligence is gaining ground in content creation, it is very clear that it lacks the sensitivity and reasoning necessary to adapt to the correct contexts and the intention of the messages necessary to connect with customers. A situation that continues and will continue to be the main characteristic of brand creation and development.
The satisfaction of needs and the fulfillment of dreams are directly related to our consumption. Big brands have understood the dynamics necessary to achieve their objectives for many years and have managed to adapt to the big changes in various types of communication. They have always done so through good strategies in managing emotions and in the so-called “creation of needs” that go beyond what we need exclusively to live. This work has always been carried out by humans, deeply understanding collective behavior, through the analysis and processing of historical data, but to a greater extent by attending to what the human mind is capable of conceptualizing as an object of desire.
The algorithms that use the models by which the different types of AI work are very efficient when carrying out massive data collections to issue a result that is faithfully close to what a human would take much longer to solve, however, when Without the emotional factor, it is difficult for it to generate a solid brand strategy on its own.
AI still needs a lot of development to be able to emulate what a human is capable of developing in terms of Branding. Above all, because if we see it from a perspective of origin, artificial intelligence still depends on human intervention to develop its advances and limit its scope.
Since its explosion at the end of 2022, the development of artificial intelligence models has advanced by leaps and bounds, however, it is still easily identifiable when some content is made by AI. A very clear case is when a text made with Chat GPT can be easily recognized by humans since it repeatedly uses terms that a person would hardly express under certain circumstances. Furthermore, those who constantly work with text generation tools will notice very clearly that the generated texts can become repetitive and unclear. The quality of the prompt does not matter here, in the end, generative models always tend towards a common wording. This happens because when artificial intelligence needs to generate a text, it collects the information of hundreds of thousands of people to generate a result that almost always tries to solve other similar needs.
Furthermore, if we would like to have more clarity about it, tools like GPTZero can predict whether a text has been created or modified through some generative tool, obviously with the margin of error represented by analysis through a digital process. However, it is usually very forceful when analyzing adverbs, text fragments or very recurring terms generated by AI.
On the other hand, AI image generation is even easier to identify. Tools like Midjourney have made considerable progress in their graphic representations, however, the details in the results they provide continue to lack what is necessary for brand creation and development.
Other types of generative tools integrated into design applications such as Adobe Photoshop are easily identifiable when viewed under an analytical eye. This is relevant when we do the exercise of generating isotypes or imagotypes with these tools and we mostly find results that do not satisfy the needs that a brand requires to be identifiable, creative and resonant.
AI has generated great changes when it comes to solving problems in a relatively simple way. In several cases it has managed to make human work more efficient, however, when it comes to brand creation and development, it can be a great ally in the generation of ideas and inspiration. Nothing beyond what human beings are capable of achieving.
What will be the future of branding now that AIs are increasingly consolidated? Time and some successes or failures of the brands will tell us.