In a world where advertising strategies are being revolutionized by generative artificial intelligence, AI brand protection has become a priority

This technology not only allows brands to design personalized experiences and scale their campaigns but also introduces unprecedented legal, ethical, and reputational risks

In this article, we will study how brands can protect their identity while taking advantage of the unique opportunities of generative AI

The Transformation of Advertising Strategies with Generative AI

Generative artificial intelligence has given way to a new era of personalization. For example, tools like Jasper AI and ChatGPT allow creating content adapted to individual consumer preferences. However, with great opportunities come great responsibilities.

According to the World Federation of Advertisers (WFA), 80% of brands express concern about agencies' use of generative AI due to legal, ethical, and brand coherence risks.

Real Cases: Successes and Challenges

1. Coca-Cola and its Create Real Magic platform:

  • In 2023, Coca-Cola launched a tool that allowed consumers to create visual content using generative AI. Although it was successful in terms of engagement, it also faced criticism about possible misappropriation of copyrighted content.
  • Lesson: AI-driven creativity must be balanced with rigorous legal oversight.

    • 2. The Guardian and automated writing:

  • The media outlet used AI to write brief articles but faced issues with editorial tone inconsistency. This underlines the importance of ensuring that automated tools reflect brand values and voice.

    • Main Challenges in Brand Protection

    1. Legal and Ethical Risks:

  • 66% of brands fear non-compliance with legal regulations, while 51% mention ethical dilemmas.
  • Notable case: In 2022, a chatbot developed for a telecommunications company generated inappropriate responses due to incorrect configuration, resulting in significant reputational damage.

    • 2. Brand Voice Inconsistency:

  • Without proper configuration, AI tools can generate messages that don't align with company values, breaking consumer trust.

    • 3. Lack of AI Maturity:

  • According to the WFA, 55% of marketing professionals admit to lacking the necessary skills to implement AI effectively, increasing avoidable errors.

    • Brand Protection Solutions: The Role of Brand Guardian™

    At Enric AI, we developed Brand Guardian™ to address the challenges of generative AI. This tool ensures that brands can implement AI safely and effectively:

    Brand Identity Protection

  • Every automated interaction is aligned with brand values and tone.

    • Risk Mitigation

  • Guarantee of legal and ethical compliance.

    • Customer Experience Consistency

  • Homogeneous responses that reinforce consumer trust.

    • Innovate with Purpose: Key Recommendations

    1. Regular AI Audits:

  • Conduct periodic reviews to ensure automated agent responses align with brand identity.

    • 2. Continuous Training:

  • Invest in internal team training to handle and supervise generative AI tools.

    • 3. Collaboration with Experts:

  • Work with specialized partners, like Enric AI, who can offer robust and customized solutions.

    • Conclusion

    The adoption of generative artificial intelligence doesn't have to compromise brand identity. With tools like Brand Guardian™ and well-defined strategies, it's possible to innovate safely while strengthening customer relationships. The future of digital marketing is here, and brands that know how to balance creativity, technology, and protection will be the ones leading the digital transformation.

    Ready to protect your brand and lead with innovation? Schedule a demo with Enric AI and start your transformation today.

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