Branding in the AI-era: Enhancing creativity or diluting authenticity? 

Branding is about more than logos and taglines. It’s about building distinctive associations and, when done right, creating meaningful connections. But in an era where AI can churn out campaigns and taglines with a single prompt, the question arises: how do brands stay human in a world driven by automation? 

AI is reshaping how brands operate, offering immense opportunities but requiring careful consideration. From boosting efficiency to crafting hyper-personalised customer experiences. But as brands lean into AI, they risk losing the emotional resonance that makes them memorable. 

The opportunities: efficiency, ideation and customer-centricity

Let’s start with the upside: AI is a powerhouse that makes content creation faster and smarter. Platforms such as ChatGPT and Jasper can draft blog posts or taglines in minutes, giving marketers more time to focus on strategy and big-picture thinking. Beyond efficiency, AI has revolutionised ideation. Not only is the brainstorming phase accelerated, but potential campaigns can be visualised easily without costly pre-production or shoots, streamlining the creative process for brand agencies.  

But the impact of AI isn’t just about saving time and money. Zalando stands out with AI-driven tools like chatbots and trendspotting features that enhance the customer experience. These innovations allow the brand to spotlight relevant products, reinforcing its reputation as a leading e-commerce player and solidifying its customer-focused identity. 

The power of AI in hyper-personalisation through algorithms isn’t new. Netflix has nailed it with its uncanny ability to suggest the perfect rom-com, while Spotify keeps us humming with hyper-specific playlists. These small but significant touches make brands feel like they “get” us, creating a deeper connection. In short, AI doesn’t just streamline workflows. It empowers brands to engage more meaningfully, opening doors for improved customer experience. 

The challenges: losing the human touch 

For all its promise, AI can fall short where it matters most: emotional connection. People connect with people, not machines. 

Take Coca-Cola’s recent Christmas ad, which marked the brand’s first fully AI-generated entry in its iconic holiday campaign history. While the storyline remained faithful to the brand’s signature emotional appeal, the visual execution drew criticism. Reviewers highlighted glitches and a lack of refinement, which detracted from the ad’s emotional impact. This underscores how technical shortcomings in AI can interfere with delivering heartfelt storytelling, a crucial element of Coca-Cola’s brand identity. 

Similarly, Mango’s use of AI-generated models stirred controversy, with some accusing the brand of false advertising and questioning whether the visuals accurately represented the products. While this approach offers clear advantages in terms of cost and efficiency, it also introduces a sense of unease and mistrust among consumers. If Mango proves these AI-generated visuals are accurate and reliable, they could turn scepticism into acceptance, framing the innovation as a smart and forward-thinking move. 

Conversely, Dove exemplifies how to balance innovation with humanity while staying true to its core values. Through its “Real Beauty” campaign, the brand champions genuine stories and real people, firmly rejecting AI-generated content that reinforces unrealistic beauty standards. By taking this stand, Dove underscores its commitment to authenticity and demonstrates that emotional, human-centred storytelling will always resonate more powerfully than artificial solutions. 

AI is a tool. It can enhance creativity and efficiency, but the human touch of empathy remains essential. Brands that forget this risk alienating the very audience they want to connect with. 

Balancing automation with authenticity 

The answer lies in adopting AI thoughtfully and using it wisely. AI should amplify human creativity, not replace it. This starts with understanding where AI can add value and where it can’t. 

Consistency is one area where AI excels. It ensures brand messaging remains aligned across channels, minimising confusion for customers. But the heart of a brand, its emotional resonance and authenticity, still requires a human touch. Brands that succeed train their AI tools with their unique identity in mind, avoiding the cookie-cutter results of off-the-shelf solutions. 

Brands are relationships 

A brand, in its essence, is a relationship. And like any good relationship, it’s built on trust, empathy, and authenticity. These are things no machine, no matter how advanced, can truly replicate. 

The brands that will win in this AI-driven era are the ones that know how to strike the balance. They’ll use AI to amplify their strengths, not replace what makes them unique. Because at the end of the day, the brands we remember aren’t just intelligent. They’re the ones that feel human. And that’s what keeps people coming back.