The Brand Is Dead, Long Live Artificial Intelligence
summary
Manon Gruaz examines how branding has shifted from static symbols to intelligent, learnable entities with the rise of AI-driven devices like Amazon Echo. The talk discusses challenges of marking or designing identity for artificial intelligences and explores possible new relationships between consumers and brands—whether brands will manipulate users, become companions, or something else.
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chapters (10)
- 0:00Introduction
- 2:42Brand as emotional relation
- 4:06AI impact on brands
- 6:34Unified customer experience
- 8:41Intelligent brand assistant
- 10:28Personifying conversational agent
- 12:14Alexa main interface
- 13:20Brand renaissance with AI
- 18:21Risks of smart brands
- 21:10Conclusion
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