Is artificial intelligence capable of replacing the creative processes of branding and brand design? 

A decade ago, artificial intelligence was seen as a futuristic element with potential for the future. In the present, it is becoming more and more prevalent and has developed enough to cause companies and brands to wonder what impact it will have on what they do and how they do it. In addition to marketing and advertising, all related disciplines will be affected by this change.

The potential of artificial intelligence has already been demonstrated in matters related to programmatic advertising – in the end, all that depends on algorithms – but the tool can also change things in much more creative realms. Could AI create brand images or make copies if it is capable of writing novels or drawing like an artist?

This was already raised by the IPMARK magazine when it echoed the data from a report by the Bynder company, ‘2020 State of Branding Report’, a survey of 1,000 marketing managers in the United States and the United Kingdom about the impact of automation on brand building. Are there any negative effects of artificial intelligence on branding?

Based on the data of the aforementioned report, it emerged that 77% of respondents are concerned about how Artificial Intelligence can affect branding. 56% of them think that they would have a negative impact on their brands because they would reduce creativity, differentiation, or jobs. A quarter of respondents think that AI could benefit branding, while a third think that this is not a task that can be automated.

Despite all this, new services and tools emerge every day that have the purpose of performing certain tasks that, in some way, are associated with the creative process or branding of companies and brands. Artificial intelligence automates all of this. A quick Google search will show you that you can already ask an AI to generate, for example, a logo, given a few parameters and color types.

These types of graphic elements, as well as videos, banners, mockups, can all be created with AI quickly and are already part of the range of possibilities offered by artificial intelligence on the internet. Editing services are even taking a step further and allowing you to create photos from scratch after giving the AI an element and clear copy to work with. Dall-E, which became viral a few weeks ago, does something similar in a way.

Products designed by artificial intelligence

As with other uses and applications of artificial intelligence in the world of brands, its use in the world of advertising and web design is also showing significant progress. AI has made it possible to design a web page in a matter of minutes. The creation of basic designs or structures of a website can already be achieved by providing diagrams, organization charts, or other types of information.

In the same vein, one wonders if AI will be able to take control of product design if it can read what consumers want and outline what will work best. In a recent campaign, Finnish company Valio used it. AI developed a tablet that serves milk chocolate in a futuristic manner.

How did they do it? In an effort to find out what people like about milk chocolate, artificial intelligence analyzed public conversations on social networks. He then designed an ideal tablet with five layers that offered “everything everyone loves” about that product. Timo Pajari, Senior Vice President of Valio, said in a statement that people want their favorite products made with better ingredients and processes.

According to the company behind this idea, this research will show us what consumer trends will be in the future. For this analysis, what matters is what he says about the use of AI right now. The sugar content of all five flavors is reduced by 30%.

The brand image faces a challenge

In addition to opening up this new universe for brands and their public image, artificial intelligence also creates new opportunities and risks, as FastCompany explains.

AI creates new opportunities for brands in a new scenario. A Heinz campaign illustrates how an AI displays the brand’s recognizable bottle when asked about ketchup. Your brand will be associated with the product in this way.

The American media reminds us, however, that the lines between what is and what is not respect for intellectual property are blurred in these systems. Dall-E can create images based on trademarks and popular characters, something many people have already done. An account that collects Internet users’ art shows, for instance, a Caravaggio-style image of Ronald McDonald presenting a job proposal. A brand can appear anywhere – and on anything – that the user imagines.