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AI

69 articles

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  • Brand Choice in the Age of AI – Between Simple Data Logic and Emotional Connection.

    AI systems like ChatGPT, Gemini, and Perplexity are fundamentally changing how we discover and perceive brand messages. In addition to issues of machine readability, content formats that list and evaluate product features and functions are becoming increasingly relevant. For this reason, some are now arguing that the brand no longer matters. They claim that the new currency is the product’s hard facts—that is, its functions and features. The article examines GEO and the rational decisions made by AI in relation to brand perception. It answers the question of why emotional brand management is more important than ever.

    MarketingKai Bösterling8 minutes

  • The AI Promise Problem

    The “AI promise problem”: how overhyped AI and robotic solutions blur the line between vision and reality - and why trust is the new currency in AI.

    AI & Machine LearningBritta Daffner5 minutes

  • AI in marketing requires new evaluation standards

    This article argues for a paradigm shift in the use of AI in marketing: Efficiency should not be the primary goal of AI deployment. Instead, it should be quality. The quality of the customer journey. The quality of the customer experience. The quality of the product. The quality of the service. When it comes to brand experiences, the starting point should always be “strategy first” or “brand strategy first,” not “AI first.”

    MarketingKai Bösterling16 minutes

  • AI Agents Were Tasked With Running a Company

    AI agents are hyped as the future of work, with CEOs predicting they’ll replace significant parts of the corporate workforce. But a recent Carnegie Mellon study shows that reality hasn’t caught up: when AI agents were tasked with running a virtual company, even the best models completed less than a quarter of their assignments. From poor social understanding to a lack of flexibility and self-awareness, the current generation of agents struggles with real-world complexity. While early use cases — like AI in software development or CEOs using avatars in earnings calls — show promise, full automation is still far off. The real opportunity? Augmenting human teams, not replacing them.

    AI & Machine LearningBritta Daffner5 minutes

  • Transparency is the new currency for brand trust

    David Ogilvy coined the following statement: “Great marketing only makes a bad product fail faster.” Meaning: Overpromising cannot make up for underdelivering. Savvy! Smart man. But today, this beautiful statement no longer seems to apply. We are realizing that brands want to improve their products with all their might through automation and AI, even with deep fakes and so-called greenwashing and bluewashing. Today, we can learn more about products and companies than ever before. We can research online. We can read other people's product experiences in communities or on review platforms. But at the same time, there has never been so much misinformation. This unsettles consumers. We are losing trust. We have obviously already lost trust in politics. Trust in brands is also suffering greatly at the moment. This article describes the new currency in marketing: transparency. And how brands can successfully regain the trust and loyalty of their customers.

    MarketingKai Bösterling12 minutes