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Spotlight: Brand equity in an AI-mediated world - About
AI has become a new interface between brands and people. Often, however, this shift is framed as a search or optimisation challenge. In reality, it may be something far more fundamental.
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Event details
AI systems are beginning to shape how brands are understood by consumers, drawing on signals from across the open internet (well beyond brands’ own channels) and responding to individual user intent in ways that are largely invisible to brands.
The consequence is a growing gap between how brands believe they are represented and how AI may be interpreting and presenting them to consumers at scale.
During this sessions, we’ll be joined by Marina Petrova, CEO and Co-Founder of technology company Intentful to examine what this shift means for brand equity and control, which traditional optimization and brand management approaches are insufficient and how marketers can start thinking more systematically about AI-driven brand interpretation and its implications for their organisations.
Time: 9 a.m. New York | 2 p.m. London | 3 p.m. Brussels | other time zones
The meeting is open to all WFA members.
