A healthy brand is a company’s most valuable asset. It protects against commoditization and gives it something more interesting to express than just a product or service.
At Human, our role has always been to define, amplify, and protect the characteristics that make our clients’ brands truly noteworthy. Over the years, we’ve helped businesses of every kind navigate the evolution from traditional media to digital marketing, social media, and even experience design, while always ensuring their brand’s integrity and equity remain intact.
Which brings us to today, and AI.
Its arrival has us, and many of our peers, more than a little concerned. As creative people, we naturally take issue with anything that erodes the intrinsic value of what we do. I think digital marketing has already compromised the caliber of creativity in our industry. AI has the potential to push it right over the edge, if we’re not careful.
Here’s why.
If there’s one immutable truth in branding, it’s that brands are built on consistency because consistency builds trust. It seems simple enough: determine what makes you different, then own it, everywhere, all the time. Your advertising, marketing, products, services, people, and customer experience should all reflect that unique idea.
Align as many aspects as you can and your business becomes a force of nature.
AI, however, doesn’t know or care that your brand is different. Ask it to write something, and it will produce roughly the same thing it would for your competitors. Sure it’s fast and efficient, but it’s also vapid and completely untethered from any requirement to sound and feel like people expect you to.
That’s exactly why our work at Human matters more than ever. We believe AI should serve to amplify brands, not dilute them. It should help preserve the qualities that make a company distinct, not flatten them into sameness.
It is that belief that led us to create dnAI. It’s a proprietary, easy-to-use platform that fuses real world experience, a client’s brand profile and AI to enable SMBs to greatly level-up their AI marketing game without sacrificing their unique voice and style. We like to say it enables all of the performance of AI with none of the pitfalls.
Brands are human projects because they’re built from feelings more than facts. That’s why the future of branding isn’t about choosing between human or AI, it’s about making sure that – regardless of technology – the human part always leads.
If you’re ready to explore how dnAI can help your brand stay authentic, consistent, and unmistakably human, let’s connect.