12.07.2025
AI processes: 4 actionable steps for Brand Managers
As organisations integrate AI into their processes, brand managers must ensure these new technologies align with, and support brand strategy. Here are 4 Actionable Steps for Brand Managers in 2025.
1. Conduct an Authenticity Audit
- Evaluate brand touchpoints (with a focus on authenticity)
- Identify where AI-generated content is currently used, assess its use with regards to brand values
- Gather specific customer feedback on the perceived authenticity of your brand communications.
2. Develop an AI usage strategy
- Define clear boundaries for AI use in your organisation, include all areas of each brand’s process. Specifically identify which core brand elements must remain human-designed, versus where AI may be utilised to increase productivity or amplify reach
- Create guidelines for maintaining brand tone consistency across AI-assisted communications and communicate to all stakeholders within your organisation.
3. Invest in distinctive, value-driven brand assets
- Develop unique elements that work to differentiate your brand in ways AI cannot easily replicate
- Consider incorporating genuine human stories and perspectives into marketing materials to further foster authenticity
- Create frameworks that showcase your brand’s unique perspective.
4. Build Transparency into content creation
- Where appropriate, consider disclosing AI involvement in content development
- Create behind-the-scenes content showing your human creative process
- Develop trust signals that help audiences identify authentic brand communications (in your brand) vs inauthentic (in alternate brands).
To learn more about AI and authenticity, see our article AI and authenticity in the brand landscape
