The term “artificial intelligence” undoubtedly evokes daunting images of robots replacing humans. In reality, however, the most successful use of AI is when machine-learning automation is combined with human directive to engage with customers more effectively.
A brand exists in its most elementary form, to provide a solution to a problem that exists in the marketplace. In agreeing to provide the solution, it is promising to make good on that agreement—offering a solution is a commitment to deliver a brand promise.
Most marketers are now aware of the importance of a brand purpose — a clearly defined reason for your brand's existence that goes beyond profits and ROI, has a clear benefit to society, and—at least in theory— provides a framework for every strategic business decision. Being purposeful has enabled TOMS Shoes, Warby Parker, Patagonia, IKEA, and other leading brands to gain a market advantage — and tons of positive buzz — in a business environment defined by a collaboration of social media and social consciousness.