As technology evolves, marketing platforms emerge, and new consumers come into play, understanding brand trust is more important than ever. But how do brands maintain their trust with consumers while navigating through ever-evolving digital spaces?
An intelligent creative framework is essential for brands to build and maintain trust while utilizing emerging technologies. By marrying the accuracy of data with the human touch of creative expression, brands can experiment with new technologies without compromising their perception or identity.
Brand trust is about more than a feeling—it’s an indicator of how positively consumers perceive brands. While it is an essential aspect of any successful brand, it can be tricky to know which program to use, where to market new information, or what demographic to tap into. As artificial intelligence becomes more prominent and universally used, brands will have to decide which processes are essential to their identity, and which can be automated without damaging their brand trust. The consequences of miscalculating trust won’t just make a bad ad, but could seriously hurt brand perception for years to come.
So how do brands retain their identity as these new technologies emerge? The latest AI player on the scene, Chat GPT, has spread like wildfire through the digital world with the fastest growing consumer base ever recorded. The chatbot defines brand trust as “the confidence, credibility, and positive perception that consumers have in a particular brand”.
But do AI tools like Chat GPT offer access to that confidence, credibility, and positive perception, or does it simply get in the way? Do the new technologies aid in the quest for more potent brand trust, or do they stop it from happening?
It’s essential to have a core framework that respects the brand’s identity and gives them the agility necessary to navigate through these new tools as they continuously emerge. That framework is intelligent creative.
An intelligent creative framework fuses cutting-edge technology with a powerful, creative decision-making process that creates personal and searchable content. It is the union between creativity and data—and it’s how savvy brands maintain a strong identity while emerging through digital spaces. By combining the power of data and automation with the creative process and the irreplaceable human touch, this framework creates content that is more effective and enjoyable to both create and consume.
As Albert Einstein said, “Creativity is intelligence having fun.” And ultimately, fun is what people remember. Intelligent creative brings the joyful human creative experience into the technical processes of acquiring data and understanding demographics to create memorable work. It also is a powerful foundation that inspires brands to take rewarding risks by breaking new ground and pushing the limitations of programs to create interesting, compelling work.
1. Prioritize Data Learnings: Drive performance through data, integrating systematic thinking into your creative process, such as by analyzing user-end pathways to create more effective CTAs that drive higher metrics.
2. Practice Agility: Dynamic personalization comes from flexible problem-solving on the granular level. By utilizing inspired intuition and integrating it with systematic automation, teams can move faster, create more interesting work, and grow their processes to scale.
3. Focus on the Human Experience: By understanding the core needs of audiences, brands, or individual teams, core messages are more potent and memorable. This is the WOW! factor that captivates imaginations and is based on a deep knowledge of the human experience.
As more technologies and demographics become popular, brands require a strong foundational framework to maintain their identities. Intelligent creative energizes creative methods and sharpens accuracy while giving room to experiment with AI. This framework not only encourages interesting work, it also sets brands up for success, no matter what sort of technologies evolve.