AI is a Valuable Tool. But It Shouldn't Be Your Head of Brand Strategy.
Chris Langathianos • March 13, 2025

AI is a Valuable Tool.

But It Shouldn't Be Your Head of Brand Strategy.

AI is a powerful tool for marketing, but it shouldn't replace human creativity in brand positioning. 

Here's why:


•   AI lacks emotional depth : 95% of purchasing decisions are driven by emotion, which AI struggles to replicate.

•   Cultural blind spots : AI often misses local nuances, leading to missteps in global campaigns.

•   Over-reliance risks sameness : Brands using identical AI tools can produce generic, unoriginal content.

•   Bias in AI systems : Historical data can introduce ethical issues, harming brand trust.

•   AI focuses on the past : It struggles to predict future trends or innovate beyond existing patterns.


Where AI Falls Short in Brand Identity

AI is great at crunching numbers and generating content, but it struggles when tasked with defining a brand's unique identity. These weaknesses highlight why AI alone can't shape effective brand positioning strategies.


Missing the Human Element


One major drawback of AI is its inability to replicate genuine human emotion or empathy. Considering that 95% of purchasing decisions are driven by emotion , this is a big gap. AI simply can't create the emotional connections that inspire people to buy.


"Relying only on AI-generated content risks generic or formulaic branding, lacking uniqueness and emotional resonance. Branding should evoke emotion; this human touch is still vital in the creative process." 

- Ian Maskell, founder of Pecorino Group and ex-vice president of marketing at Unilever [ 3 ]


While AI can analyze data patterns, it doesn't grasp the emotional nuances of customer experiences. For example, 80% of consumers are more likely to purchase from brands offering personalized experiences [2]. This shows that data alone isn't enough to craft compelling brand narratives.


Market Context and Local Differences


AI's inability to fully understand cultural and market-specific nuances can lead to big missteps. In 2019, a beauty brand faced backlash after an AI-translated campaign ignored cultural beauty standards, offending several target markets [ 4 ].


"Localization is not just about translating words; it's about understanding the cultural context and adapting the content accordingly." 

- Anna Schlegel, Head of Globalization at NetApp [ 4 ]


It's not just translation errors. A University of Sydney study found that large language models often default to U.S. cultural values when discussing topics like gun control and immigration [ 5 ]. Failing to account for these cultural differences can alienate diverse audiences, weakening a brand's identity.


Past Data vs. Future Trends


While the AI market is expected to grow from $108 billion in 2020 to $738 billion by 2030 [ 7 ], AI's reliance on historical data presents a major limitation: it reflects the past rather than predicting the future.


This backward focus creates challenges for brand positioning:

Because AI often overlooks major societal shifts, brands risk being stuck in outdated strategies that don't resonate with modern audiences. These limitations highlight the importance of blending AI with human creativity and insight to shape effective brand strategies.


Problems with Too Much AI in Branding


Reduced Original Thinking

Relying too heavily on AI can suppress creativity. According to McKinsey's 2021 Global AI Survey, 40% of companies using AI encounter unintended bias, underscoring AI's limitations in producing genuinely new ideas [11]. While AI is great at spotting patterns, it struggles to deliver the kind of creative solutions that set brands apart. This often leads to a sea of sameness across industries.

Relying too heavily on AI can suppress creativity. According to McKinsey[11]. While AI is great at spotting patterns, it struggles to deliver the kind of creative solutions that set brands apart. This often leads to a sea of sameness across industries.'s 2021 Global AI Survey, 40% of companies using AI encounter unintended bias, underscoring AI's limitations in producing genuinely new ideas 


"ChatGPT is here to make us all the same… The Great Same-ening is upon us… ChatGPT, Jasper and all the rest are powerful conformity machines, giving you the ability to churn out Bible-length material about yourself and your business that's exactly the same as your competitors."        – Ian Whitworth [9]


Similar-Looking Brands

When companies in the same industry lean on identical AI tools, the result is predictable: cookie-cutter branding that fails to stand out. This lack of originality weakens brands' ability to connect with their audiences. Marketing expert Anthony Gaenzle warns:


"If you rely solely on AI, you'll end up wasting time publishing content that people ignore."    – Anthony Gaenzle [10]


Here’s how overusing AI can hurt branding:

This uniformity doesn’t just harm creativity; it also amplifies the risks of biased practices, which introduces ethical challenges.


AI Bias and Ethics

AI systems can introduce bias, posing risks to both brand reputation and effectiveness. A striking 47% of executives admit they lack the tools to properly detect and address this issue [11]. Some high-profile examples include:

  1. Amazon's AI recruitment tool, which showed a preference for male candidates due to biased historical data [13].
  2. Twitter's image-cropping algorithm, which disproportionately favored white faces in previews [13].
  3. Financial services AI systems, which denied loans to borrowers of color at rates 40-80% higher than others [13].

With 42% of organizations expressing serious concerns about the reputational harm caused by biased AI, brands must prioritize strict oversight [12].


"Companies are acknowledging there's huge reputational harm and risks that can come from these systems."
                                                             – Genevieve Smith, Associate Director at UC Berkeley's Center for Equity, Gender & Leadership [12]


The key takeaway? AI should enhance a brand's identity - not dictate it [8].


Combining AI Tools with Human Expertise


AI's Role in Market Analysis

AI can process massive datasets and uncover patterns that might escape human notice. For instance, tools like Fathom and Grain turn interviews into actionable insights, while platforms like Essense.io dive into competitor reviews to highlight market gaps and opportunities [14]. These capabilities provide a foundation for informed strategy shifts driven by human expertise.

When to Use Human Judgment

AI excels at crunching numbers and spotting trends, but it’s up to people to interpret those insights. While teams often see productivity boosts with AI, success hinges on knowing when to rely on human judgment.


"AI can improve efficiency in tasks like writing web copy but should be seen as a tool to enhance human creativity, not replace it. Marketers should focus on strategic decisions that AI cannot replicate, such as brand positioning and long-term planning."         - Seth Godin [16]


Key areas where human judgment remains irreplaceable include:


  • Understanding cultural subtleties
  • Crafting emotionally resonant messages
  • Making ethical decisions


These factors highlight the importance of blending data with strategic insight.


Success Stories: AI + Human Teams

Real-world examples show how combining AI data with human creativity can overcome common challenges:


Coca-Cola's Create Real Magic: Using tools like DALL-E 2 and ChatGPT, Coca-Cola empowered users to create over 120,000 pieces of content. With an average visit time of over 7 minutes, the platform demonstrated high engagement [17].


"AI helps you perfect your craftsmanship. That's what you saw when we created Masterpiece – it wasn't 100% created by AI, but AI helped us as a technology to make our craftsmanship better."               - Pratik Thakar, Global Head of Generative AI, Coca-Cola [17]


Ben & Jerry's Flavor Innovation: Ben & Jerry's used AI to analyze social media, music, and movie data. Human teams then interpreted these insights to craft breakfast-themed ice cream flavors that resonated with consumers [17].


Nike's AI-Enhanced Design: Nike worked with Obvious artists to develop new Air Max designs. AI generated initial concepts, which human designers refined to align with brand identity and trends. The limited-edition shoes sold out within 10 days [15].

These cases show how AI can amplify human expertise. By 2025, it’s predicted that 30% of marketing messages from large organizations will be AI-generated [16].


Steps to Better AI Brand Strategy


To prevent AI from making your brand feel generic, focus on striking the right balance between data-driven insights and human creativity. Here's how to do it.


Set Clear AI vs. Human Tasks

Assign specific roles to AI and humans to maintain your brand's unique identity.

For example, a Southeast Asian bank combined AI-powered trend analysis with human strategists to uncover opportunities in digital finance and microcredit [18].


Quality Control Methods

A strong review system is critical to ensuring AI doesn’t compromise your brand.


"Human judgment remains essential to crafting the strategic vision, which combines the organization's ambition with a view of how to realize it." [18]


  • Human Review Protocol: Set up teams to thoroughly check AI-generated outputs for accuracy and brand alignment [19].
  • Source Validation: Double-check AI insights against reliable industry data and sources [19].
  • Brand Voice Verification: Make sure AI-created content sticks to your brand's established style and tone [19].


Regular reviews will help keep your processes sharp and aligned with your goals.


Regular Process Reviews

Consistent evaluations are key to maintaining alignment between AI efforts and your brand's overall strategy.


T3 Services Group, for instance, cut their website launch time from 8 weeks to under a month while improving content quality through well-structured AI use [21].


Key elements of process reviews include:


  • Quarterly Assessment: Set up feedback loops and regular reviews to measure AI's impact on your brand [20].
  • Performance Tracking: Keep an eye on metrics from AI tools. For example, Just Mad used AI to turn 100,000 pieces of customer feedback into actionable insights almost instantly [20].
  • Team Training: Offer ongoing training on ethical AI practices to ensure your team can confidently manage AI while safeguarding your brand [20].


Conclusion


Main Points

Striking the right balance between AI's capabilities and human creativity is key to effective brand positioning. Research shows that well-positioned brands can achieve up to 9x more volume share and charge twice as much as their competitors [23]. For example, The North Face used an AI-powered shopping assistant to analyze data, while human marketers ensured the recommendations aligned with their brand identity [22]. The takeaway? AI excels at data processing, but human creativity is irreplaceable.


"Marketing is fundamentally about understanding and influencing complex and often irrational human behavior. Despite its advanced algorithms and data-processing power, AI still struggles to grasp the subtleties of human emotions and cultural nuances."

                                                           - Natalie Slyman, Content Marketing Manager [1]

Q4 Brand Readiness Checklist: Setting the Stage for a Strong 2026

By Chris Langathianos • August 12, 2025
For many companies, the fourth quarter is both a sprint and a launchpad. You’re closing out revenue goals, but you’re also laying the groundwork for the year ahead. The brands that finish strong and start fast aren’t lucky — they’re intentional. They know their customers, they have a clear positioning strategy, and they operationalize that strategy across every part of the business. There are currently a lot of economic factors that need to be considered – from consumer uncertainty to tariffs. If you want your brand to stand out in 2026, here’s your Q4 readiness checklist, built on the principles we use at Brandigo: deep customer insight, data-conscious positioning, and smart use of tools — including AI — to make your marketing more effective and scalable. 1. Revisit Your Customer Research Why it matters: Markets shift quickly. According to Salesforce’s State of the Connected Customer report, 71% of consumers expect companies to deliver personalized interactions, and 76% get frustrated when this doesn’t happen. Action : Review customer and prospect data from the last 12 months. Conduct a quick pulse survey or a set of short customer interviews to understand evolving needs, priorities, and challenges. Look for gaps between what you think your customers want and what they’re actually telling you. 2. Audit Your Brand Positioning Why it matters: Even the most powerful creative loses steam if it’s not anchored in a clear, differentiated brand position. McKinsey research shows companies with strong, consistent brand positioning achieve up to 20% higher profitability than competitors. Action: Review your current positioning statement and messaging pillars. Ask: Are we still saying something truly unique? Is it backed by proof points customers care about? Test your positioning with a sample of your target audience before rolling into new campaigns. 3. Align the Organization Around the Brand Why it matters: A brand strategy that only lives in the marketing department won’t move the needle. Operationalizing your brand means integrating it into sales conversations, customer service interactions, hiring practices, and product development. Action : Host a Q4 “brand alignment” session with leaders from every department. Provide a simple one-page “brand playbook” that outlines tone of voice, value propositions, and core messaging. Encourage each department to share how they’ll bring the brand to life in their own work. 4. Review and Refresh Content for Q4 Campaigns Why it matters: The end of the year is noisy. To stand out, you need content that’s relevant, timely, and connected to your brand story. HubSpot reports that companies publishing 16+ blog posts per month generate about 3.5 times more traffic than those publishing 0–4. Action: Map your content to both year-end offers and early-year positioning. Refresh high-performing evergreen content with updated data, visuals, or CTAs. Plan for post-holiday engagement — not just pre-holiday promotions. 5. Embrace AI to Accelerate Marketing Workflows Why it matters: AI isn’t replacing brand strategy — it’s amplifying it. According to PwC, 86% of CEOs say AI is a “mainstay” in their offices, with the biggest gains coming from productivity and personalization. Action : Identify 1–2 AI tools that can help you speed up specific workflows, like content drafting, image creation, or data analysis. Set clear rules for how AI will support — not replace — your team’s strategic and creative decision-making. Train your team to use AI ethically, ensuring your brand’s authenticity is never compromised. 6. Set Measurable Goals for the New Year Why it matters: The best time to plan Q1 is before Q4 ends. Brands that start January with clarity waste less time “warming up” and more time gaining market share. Action : Define key brand metrics for Q1: awareness, consideration, engagement, and conversion. Align these with broader business goals, ensuring they’re measurable and trackable from day one. Set up dashboards or reporting tools so progress is transparent across the organization. In Short… Your Q4 is more than just the final quarter of the year — it’s your brand’s launchpad into the next. By combining deep customer insight, differentiated positioning, internal alignment, and the smart use of tools (including AI), you can finish strong, start stronger, and keep your brand ahead of the curve.

Treading Carefully: Why Today’s Brand Strategies Must Acknowledge Consumer Anxiety

By Chris Langathianos • August 1, 2025
According to the June 2025 Consumer Economic Pulse study from Angus Reid , Americans are starting to see glimmers of hope in the economic landscape. Positive sentiment about the U.S. economy has reached its second-highest level since early 2023, and fewer people now expect the situation to worsen in the next six months. That’s the good news. But dig a little deeper, and a more complex story unfolds. While economic outlook is trending upward, consumer behavior reveals lingering caution, financial stress, and a pullback on spending. Half of Americans have switched brands to save money this year. Three-quarters have cut back on dining, entertainment, and other non-essential spending. Nearly one in three is accumulating more personal debt. And 41% have scaled back or cancelled summer travel plans due to economic concerns. This presents both a challenge and an opportunity for marketers. In this liminal moment—where hope is rising but hardship remains—brands must evolve how they speak, sell, and serve. Value Is Non-Negotiable In today’s marketplace, value doesn’t just mean low prices. It means helping consumers feel smart, secure, and seen. The fact that more than half of consumers are switching brands to save money signals that brand loyalty is fragile. People aren’t abandoning brands out of disinterest—they’re doing it out of necessity. This creates an opening for smart challengers and private labels to win on value, transparency, and quality. But it also gives established brands a chance to double down on relevance. Marketers should resist the temptation to race to the bottom on price. Instead, consider how to enhance perceived value—through bundling, loyalty rewards, subscription offers, or stronger emotional positioning. People are willing to invest in brands that align with their values, solve real problems, and offer tangible, repeatable benefits. Empathy Is the New Differentiator Brands that acknowledge the consumer’s reality—without exploiting it—will earn trust. With 77% of Americans cutting discretionary spending and 49% saying their debt is growing or stagnant, there’s a prevailing sense of financial fatigue. Tone-deaf or overly aspirational messaging risks alienating your audience. Instead, brand communications should reflect humility, optimism, and empathy. Think: practical luxury, not excess. Thoughtful convenience, not indulgence. Hopeful messaging grounded in the now—not the fantasy of pre-2020 normalcy. Brands that humanize the experience—by showing they understand and are here to help—can become beacons in uncertain times. Strategic Adjustments to Brand Positioning In light of this shifting sentiment, here are four strategic pivots marketers should consider: Reassess Category Role: Is your product a necessity, an affordable indulgence, or a delayed purchase? Adjust the way you frame your offering accordingly. Shift Messaging from Aspiration to Empowerment : Replace glossy perfection with realistic outcomes. Focus on how your brand helps people solve a problem, save time, or make smarter decisions. Lean into Purpose—but Make It Practical: Consumers still care about sustainability, inclusivity, and social impact—but they’re also watching their wallets. Connect your brand purpose to tangible, everyday outcomes. Elevate Financial Fluency: In categories like financial services, consumer goods, and health & wellness, brands that help consumers make confident financial choices will gain favor. Educational content, budget calculators, or simplified comparison tools can differentiate your offering. A Note on Travel and Experience Spending Interestingly, while travel budgets are being adjusted, 41% of Americans still plan to take a vacation this summer. Domestic destinations are thriving, and international travel is slowly rebounding. For hospitality, entertainment, and CPG brands, this signals an opportunity to tap into the consumer’s desire for escapism—just with a tighter grip on spending. Brands in these sectors should emphasize ease, affordability, and memory-making. Offer flexible packages, small indulgences, or community-focused experiences. Even small upgrades—like “staycation bundles” or “budget-friendly luxury”—can go a long way. As We Always Say: Top Into The Functional & The Emotional In uncertain times, consumers are not seeking perfection. They are seeking dependability. Brands that offer security—emotional, functional, or financial—will win. Now is the time to audit every consumer touchpoint and ask: Are we building trust? Are we helping our customers feel in control? Are we making life easier or harder? Because if we’ve learned anything from the latest Consumer Economic Pulse, it’s this: people are ready to believe again. But they need brands to meet them halfway—with clarity, compassion, and value they can count on.