Why text-to-image AI requires a new branding mindset /

Text-to-image generative AI tools let any consumer become a designer. In this new landscape, consumers and brands like Heinz and Coca-Cola are cocreating campaigns. Brand managers must shift from guarding brand identity to enabling customer participation — which entails seizing opportunities and nav...

Ausführliche Beschreibung

Hauptverfasser:

Gvirtz, Andrés, Acar, Oguz A.

Format:

Elektronisch E-Book

Sprache:

Englisch

Veröffentlicht:

[Cambridge, Massachusetts] : MIT Sloan Management Review, 2023.

Ausgabe:

[First edition].

Zusammenfassung:

Text-to-image generative AI tools let any consumer become a designer. In this new landscape, consumers and brands like Heinz and Coca-Cola are cocreating campaigns. Brand managers must shift from guarding brand identity to enabling customer participation — which entails seizing opportunities and navigating risks. The authors offer advice on creativity, control, and how to experiment safely.

Umfang:

1 online resource (6 pages)

Anmerkungen:

"Reprint #65220."

Schlagworte:

Branding (Marketing)

Artificial intelligence.