AI's Role in Modern Branding Unveiled: Insights from Morgan Nicholas-Karpiel
Discussion Highlights: Interview with Morgan Nicholas-Karpiel - AI Innovation and Content Strategy Consultant
Today, artificial intelligence (AI) is revolutionizing the business world, including branding. Morgan Nicholas-Karpiel, Innovation & Content Strategy Advisor, shares the pivotal part AI plays in modern branding and its impact on creativity, consistency, and ethics in this exclusive interview.
Olga Lany: How does AI ensure brand consistency across various channels and touchpoints?
Morgan Nicholas-Karpiel: Currently, we don't witness AI performing this task exceptionally well. However, AI-powered features in tools are on the horizon to aid in consistency, and platforms like Canva, Adobe Express already offer an AI boost for maintaining brand guidelines. In the future, large Foundational models might even assume these duties, although we're not quite there yet.
In the meantime, we can make use of consistent prompts to limit the parameters of the output. It ensures that our AI-generated copy or text, images, and video adhere to our brand standards. Security of data is another crucial aspect to consider while implementing AI.
Olga Lany: Can AI be truly creative or is creativity a unique human trait? What scenarios demand a human touch in copywriting?
Morgan Nicholas-Karpiel: While AI can suggest unique and effective solutions for design problems, it lacks the wholly finished work that one would consider truly creative for realistic contexts. Soon, the roles of copywriters in the creative industries could shift, with professionals focusing more on collaboration between AI brand management and human storytelling to create unique and tailored branding content.
Olga Lany: What ethical issues have you encountered while using AI in B2B copywriting and branding strategies?
Morgan Nicholas-Karpiel: Brands must differentiate between Narrow AI, which has fewer ethical issues, and Foundational AI models, which pose more complex concerns. Foundational AI systems might reflect negatively on brands if employed without considering the human perception of ethical implications. For instance, Apple recently experienced backlash for a video promoting the iPad Pro that some perceived as celebrating the dehumanization of creativity.
Brands should strive to ensure their integration of AI enhances, rather than diminishes, brand value. Transparency in AI usage and openly discussing ethical concerns will help brands maintain a positive reputation and avoid accusations of ethical lapses.
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About The Author:
Morgan Nicholas-Karpiel is a renowned innovation and content strategy advisor with expert insights into AI's role in modern branding. Don't miss out on her forward-thinking ideas and industry-related tips. Want to stay updated? Sign up to our newsletter today! Subscribe
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- Artificial intelligence (AI) is transforming branding and creative industries, with Morgan Nicholas-Karpiel highlighting its impact on consistency, ethics, and creativity.
- While AI can suggest design solutions and manage brand guidelines, it currently falls short of true creativity, making human intervention essential for storytelling.
- AI's ethical concerns in B2B copywriting and branding strategies arise from the difference between Narrow AI and Foundational systems, with the latter raising more complex issues.
- Brands integrating AI should strive to enhance brand value and ensure transparency in its use, avoiding accusations of ethical lapses.
- For optimal results, AI-powered tools can be combined with human insights to create unique and tailored branding content.
- Morgan Nicholas-Karpiel, as an innovation and content strategy advisor, successfully navigates the AI landscape in modern branding, offering valuable insights and strategies.
- To stay informed on AI's role in brand management, consider attending Morgan's free webinar or signing up for updates through the newsletter.
