Brand storytelling in the age of artificial intelligence

Abstract

Around 640 million unique items of branded content are posted every day, yet 87 per cent of branded content has no significant engagement. As many as 90 of the top 100 brands have lost market share since 2015 — and 62 per cent have declining revenues. To respond effectively, brands must combine human intelligence with artificial intelligence (AI) to tell better stories, with better targeting and better creative execution. Three case studies illustrate this: first, Danone North America’s (DNA’s) partnership with Public Good to raise awareness of DNA’s brand, Happy Family Organics, via AI-powered contextual targeting to encourage parents to take action promoting sustainability — which earned a 1.79 per cent participation rate. Next, a digital campaign by DNA’s Light + Fit built with iteratively optimised video content, which leveraged AI to perfect both the ad itself and its targeted deployment online, leading to a drastic increase in brand awareness. Finally, a Super Bowl commercial whose concept was hatched by one irreplaceably creative human. Only 6 weeks later, thanks to an AI-accelerated approach, the ad was ready for release — earning more than 40 million unique views across digital platforms — with zero television ad buy. This paper analyses how storytelling matters more than ever. It encourages brands to show up, stand out and deliver.