AI & The Future of Brands

The World Economic Forum kicks off in Davos Switzerland on Monday, January 15, 2024. WEF 2024, under the theme “Rebuilding Trust,” addresses the vital intersection of technology, business, and society.

Vivaldi is reporting live from this year’s event, as the big brains at Davos take on, “Artificial Intelligence as a Driving Force for the Economy and Society.”

From January 15-19 the Vivaldi team will distill what you need to know from Davos and discuss the potential implications for your business across these topics…

Follow us daily for updates and check out our thinking on AI and future of work, innovation and brands on our Linkedin.

January 18th

  1. In our ongoing discussions about how AI is reshaping marketing, let’s explore its potential impact on brand strategy within companies.

    Brands that drive choice in the market must prioritize being relevant, differentiated, engaging, and authentic. We can already see how AI can automate research and insights to ensure customer relevance, and how generative AI can produce engaging and differentiated content and digital experiences.

    However, it may be harder for AI to ensure authenticity. Many brands chase trends and become commercial chameleons tailoring their marketing around ever-changing consumer tastes and opinions. In contrast, successful brands like ROLEX, Nike, Apple, Mercedes-Benz AG, etc. exhibit enduring and steadfast authenticity in their vision and values, standing the test of time in the minds, hearts, and wallets of their customers.

    Decisions regarding authenticity and the vision, values, and DNA of a company are crucial aspects of brand strategy that currently don’t seem augmentable by AI—at least not yet.

    Agree or disagree? What other aspects of brand strategy will be changed by the introduction of AI into the marketing function.

    We have been debating this internally and would love to hear your thoughts!


    Vivaldi |


    1. AI is a tool. Simple as that.

      It’s like questioning the role of autopilot in commercial flying. The autopilot can be turned on at 1,000 feet above the ground on takeoff and can even land the plane. This allows the pilot to be a greater value-add to the strategy and execution, vs. concerning themselves with tasks automated by tech. The pilot remains crucial, and will always be.

      And to your comment, authenticity will always matter (minus markets where it’s not a core value driver). We all have been forced to engage an automated customer service center—and while ‘proven’ and ‘reliable’, the brand experience isn’t reflective of the brand itself. And in the end, the brand loses because technology undermines the brand.

      The opportunity for all of us is embrace it as others have for 20+ years from film to tech/big data. So what aspects of brand strategy will be changed? Any area that needs automation and in turn adds more value to the brand strategist to inform, react to and pivot/implement based on informed insights—all strategically managed by a human.

      M.F. |
      1. I very much agree – I think this should spur the evolution not extinction of marketers, making their roles more strategic and focused on commercial impact.

        B.K. |

January 17th

  1. Today at Davos, discussions revolved around the transformative power of AI and its proficiency in processing vast amounts of data. In the realm of market research, companies are leveraging AI to expedite tasks such as recruiting, survey development, data analysis, etc. – ushering in a new era of consumer research and insights.

    Many experts believe that AI technology is poised to decrease the demand for quantitative and analysis-focused roles while elevating the significance of strategic and qualitative positions.

    What are your thoughts – Do you agree or disagree? Can AI provide us with better insights into our customers lives than existing skilled market research professionals? Share your perspective.


    Ben Kuenzle |


    1. I was attending one panel, and the speaker mentioned the decades of data they have connected. AI will really change the business, the speaker said, when they have been able to organize the decade so it can be usefully analyzed by AI. This is the next frontier in deploying AI, namely organizing the vast amounts of data that are collected.

      E.J. |
      1. Junk in, Junk Out.

        It’s been fascinating to watch generative AI’s ability to get correct answers to math questions deteriorate with training data expansion.

        You need more signal and less noise to train it correctly.

        (As it relates to math, OpenAI’s emerging q* — AKA “q-star” —is taking a different to training data by doing something more akin to “understanding” of math principles. Reportedly operating at a grade school level as of November)

        P.V. |
    2. It’s super exciting to see how AI is changing research and our field in broader terms – speeding up tasks and bringing new insights. It’s a game-changer, but I think it enhances rather than replaces the human element in our work. Can’t wait to see where this takes us in understanding our customers better!

      R.R. |

January 16th

  1. The 2024 World Economic Forum in Davos is currently underway, with a significant focus on “Artificial Intelligence as a Driving Force for the Economy and Society.”

    During this week, Vivaldi is delving into crucial topics related to the impact of AI on branding and marketing. Today’s sessions explored the ramifications of AI in terms of job elimination, transformation, and creation.

    While technology-driven shifts in marketing team structures are not novel, the AI revolution is prompting companies to comprehensively reassess their marketing teams almost overnight.

    Question: In your view, which specific marketing teams do you anticipate will undergo the most substantial changes due to AI? Which teams might see reductions or expansions, and what new roles and teams are likely to emerge within marketing departments going forward?


    Ben Kuenzle |


    1. Exciting times ahead, AI is transforming the marketing landscape! Can’t wait to see the emergence of new roles and teams. 💪🚀

      M.H.P. |
    2. I am amazed how AI is transforming in content creation in marketing and advertising. A personalization is taken to another level.

      M.M. |
    3. I wonder if AI will bifurcate the marketing function more than it is currently between strategy and execution activities, with the execution end of the spectrum under the greatest threat in the near term. In the longer term AI may be able to manage simple marketing programs from end-to-end, but I will hopefully be on a beach somewhere by then.

      C.H. |
      1. In the short term, I see AI leveling up entry level positions, especially in content production.

        J.J. |
      2. Yes, short term it will. But companies need to be careful. You don’t want to do what Wacom did.

        R.R. |
      3. R.R. yes, great point!

        J.J. |
      4. I think we will start hearing a lot of these horror stories soon as som companies move to brave deployment. 😄

        R.R. |
      5. One of the more immediate use cases that has helped my team is creating content outlines for articles and ebooks. This has allowed my content specialists to save time on research and drafting to focus more on interviewing internal SMEs or customers to enrich our use cases and success stories.

        J.J. |

January 15th

  1. As we eagerly anticipate the WEF 2024 session “Generative AI: Steam Engine of the Fourth Industrial Revolution?” at Davos tomorrow, it’s time to reflect on the transformative potential of Generative AI in the business world.

    Sundar Pichai, CEO of Alphabet, called AI more significant than electricity in mid-2023. With over 35% of businesses already harnessing AI, and 90% viewing it as a competitive lever, it’s clear that we’re on the brink of a major shift.

    Azeem Azhar’s insights liken AI adoption to the Internet’s rise, noting a stark difference in executive attitudes towards these technologies. Unlike the hesitant adoption of the Internet by the ’90s executives, today’s C-suite is actively embracing AI.

    This brings us to the crux of the matter. At Vivaldi, we’re convinced that major dialogues, like those at the World Economic Forum, are crucial in shaping the future of businesses. The need for change is evident, as highlighted in Alix Partners’ 2023 Disruption Report: 98% of C-level executives acknowledge the need for transformation within three years, yet 85% are uncertain about the starting point.

    We invite you to share your thoughts:

    How can generative AI act as a catalyst for business and brand reinvention?

    In what ways can business leaders integrate#AI into their strategic vision and plans?

    What lessons can be learned from the initial hesitance towards the Internet and how can we apply these to AI adoption?

    Share your insights and join us in exploring the exciting possibilities of AI in business reinvention. #VivaldiDavos #GenerativeAI #BusinessTransformation #WEF2024

    Vivaldi |