Even though I find some utility in AI visual identity generating software like Zebranding (which I see primarily as a tool for low-budget mam-and-pap shops that need quick, affordable solutions), I’m still not convinced that AI will replace experienced brand designers anytime soon.
On the other hand, I see a lot of utility in products like Namelix, an AI business name generator. It’s not 100%, but I found that the recommendations are a great springboard to explore more unusual and unique names.
An opportunity that excited me 3 years ago was content creation based on machine learning. At the time, the idea felt still too cumbersome to implement. Fast forward to today and you’ll find out that many media agencies have invested in research and into developing their own proprietary AI software solutions. Copywriting, creative ad serving, and content generation are just a few possibilities.Now, thanks to advancements of OpenAI, we might finally be entering the future. Meet your new copywriter: GPT-3, AI software that can now write seemingly anything.
The AI-based language generating software has attracted much attention for its ability to produce text that is convincingly human-like. GPT-3 has already analyzed billions of lines of text, figuring out what matters and what doesn’t, and then uses this information to produce more accurate text. Though the algorithm is well-read, it still can't think or develop unique insights as a human can. Yet, as countless examples are showing, GTP-3 experiments are certainly gaining popularity.
If you’re looking to use AI-generated copy to lower your cost and produce more messages for your brand, then Copy.ai or Topic are some of the first (and definitely not the last) companies to offer this as a product service. Yet, the current lack of commercially available offers has opened an interesting door for innovation and disruption in this space.
If you go and try to search for ‘virtual branding’ today, you might be disappointed with the results. Most of the results will refer to the brand's website, social media, and other digital breadcrumbs.When I started to work with extended realities, I coined the term ‘virtual branding’ to describe the ways you establish and reinforce your brand’s image in virtual worlds — extended realities or virtual platforms. In virtual worlds, your brand can be personalized through an avatar. Imagine a virtual influencer like Lil Miquela. Or you can create your own branded world, like a futuristic virtual HQ where your employees can collaborate through VR headsets.
You can see first examples of virtual branding in games, XR (Like Dior 3D Store) and virtual events. It’s much more difficult to convey a brand’s image, its values, or its vision through a bland Zoom meeting. However, transforming the brand into a virtual world brings people from all around the world closer, bringing them together, and closer to the brand.
As William Gibson commented in 2003: “The future is already here — it’s just not evenly distributed.”A brand’s future lies very much in its ability to build its value (products, services) and perceived value (brand) over time. It’s a series of experiments, curiosity, and a lot of throwing spaghetti at the wall.One thing that seems to be universal is the investment into virtual. Major tech companies are acquiring other companies and launching products to prepare for a new normal, as the economy shifts even more from the physical to the digital.
What's the takeaway? Now is the time to really start experimenting.
