Business News
Will AI destroy your brand and reputation ?
CEO of Purplex Marketing , Andrew Scott discusses the potential dangers of relying solely on AI-generated content for brand marketing in 2025 and argues that , while it ’ s a powerful tool , AI must be used with caution .
» COMPANIES CAN SPEND YEARS building a brand , only to have it destroyed with some bad decisions .
You probably saw the controversy surrounding the rebrand of Jaguar Cars at the end of last year . This iconic marque is synonymous with power , performance and luxury , with a cult following of enthusiasts . But last November Santino Pietrosanti , Jaguar ’ s new head of brand , unveiled a re-brand that is set to alienate Jaguar ’ s core customer and fan base in the hope of attracting a younger , alternative audience – an audience that doesn ’ t resonate with the gas-guzzling performance cars driven by alpha personality types .
The result , I predict , will be disastrous , as Jaguar ’ s historic customers flee to other iconic brands and Pietrosanti ’ s new target audience simply choose vehicles they already connect with .
History is littered with similar tales of rebrands going wrong ; who can forget Royal Mail ’ s failed rebrand to ‘ Consignia ’ and back again within 18 months after customers defected on mass ?
Your brand is much more than your logo or current ad campaign . In reality , your brand is better explained as how your customers perceive your products or business in their minds eye . How they feel towards you .
AI is a powerful tool , but only in the right hands
With the arrival of Chat GPT and other AI generators , suddenly , every novice with an AI tool can be a ‘ brand expert ’, while senior marketers now think they can do it all themselves .
But what happens when everyone is churning out a tsunami of AI generated content and every ‘ prompt writer ’ is telling Chat GTP to ‘ write copy that will rank higher than our competitors ?’
Overnight , strong brands have become vanilla , expert opinions have become diluted , everyone sounds the same and customers no longer know who to trust .
Of course , AI is a powerful tool that is only getting better . But it is a tool , not the tradesman . And the wrong tool in the wrong hands can be very damaging .
Old technology re-invented
AI isn ’ t new . It was first used in the 1950s when a computer scientist trained a model to play Chess and progressively learn .
I first became interested in AI in 2019 when I recruited a Computer Scientist in my marketing company , Purplex . Since then we have been busy building and testing AI and learning models to optimise the power of AI for marketing , content and lead generation .
While Chat GPT brought AI into the mainstream , it is still a blunt instrument and , sadly , those that use it often lack the wider skills to use the tool to its best effect .
At Purplex we built our own AI model , Orago , based on the Llama large language model . Orago has been trained on our 20 years of specialist marketing knowledge in the construction and home improvement industry , with in-depth expertise that general AIs cannot replicate .
When we work with a client , our team build a dedicated AI model that we train on every aspect of the client , from brand values and culture to product knowledge , the history of the business and customers . The client AI gets better over time as it learns .
However , it requires real human skills to understand the nuances and bring together expert prompt writers , experienced content creators and human editors to create powerful , meaningful content that resonates with the brand and really moves the audience .
That ’ s why , despite our huge investment in AI and other technologies , Purplex is investing more in human marketing experience with ‘ lived experience ’ than ever before .
Next time your marketing team use AI to write your blog or website copy , email newsletter , social media posts or ad campaign , consider the fact that everyone else is doing the same thing , with the same tool .
Working with an AI enabled marketing agency such as Purplex , with the full arsenal of tools , marketing expertise and depth of knowledge will not only protect your brand and reputation , but position you as the stand-out market leader , head and shoulders above your competitors .
www . purplexmarketing . com
92 JANUARY 2025 CLEARVIEW-UK . COM