Personalized content has become a consumer expectation, and brands are turning to AI to meet this demand – leveraging advanced algorithms to deliver the right message, to the right person, at the right time.
The results can be powerful, delivering engagement, better ROI, and increased conversion. But what are the risks with this level of automation?
The downfalls of AI
AI is only as smart as the inputs it’s given. Think of it as a ‘quality in, quality out’ approach. While it’s a fundamental part of advertising; AI usage is only beneficial to a business if understood and harnessed effectively.
Without proper guardrails in place, brands can find themselves delivering content that technically performs but feels off-brand or inconsistent. From tone of voice to visual identity, the core essence that makes a brand recognizable can start to slip through the cracks. Not to mention the loss of control that AI integration normally yields.
We’ve seen it first-hand. Brands pushing out personalized messages that resonate with the audience on paper, but don’t quite sound like them. And when that happens at scale, it can confuse consumers and erode their trust.
For CMOs, this presents a complex challenge: how do you harness the efficiency and performance of AI, without compromising the integrity of your brand? All whilst retaining performance transparency and control.
How to outperform with AI
The solution, and the key to outperform with AI is; intelligent integration, clear guidelines and smart personalization. The answer lies in intentionality – AI should serve your brand, not shape it.
This is how Italian hotel chain Gruppo UNA delivered a 269% increase in ROAS across their core market. By truly understanding what AI meant for their brand, they established clear guidelines and built a consistent narrative across their brand – delivering acute personalization and an improved user experience.
The key is to start with a clear framework. Brand guidelines, tone of voice documentation, approved creative components, all this needs to be part of your AI’s training set. AI is a powerful enabler, but it needs a strong creative and strategic foundation to operate within.
Personalization is driven by AI, but grounded by brand identity. When these elements come together, brands are empowered to create more targeted content at scale. It’s about enhancing, rather than replacing your brand voice. Driving efficiency without sacrificing creativity.
Your brand doesn’t need to choose between personalization and consistency. With the right setup, you can have both.
Get personalization right
Personalization has long been the gold standard, and AI can help you get there – but you need to think about what it means for your business – and how AI can truly help centralize all personalized touchpoints with the customer.
To outperform is to understand how the situation relates to your business – and Incubeta can help you establish your positioning, optimize activity and drive business efficiency. Fill in the form below, and let Incubeta turn your marketing into an unstoppable force of growth:
