Artificial Intelligence: The Superconductor of Brand Communication.
- Date
- Written by Miguel Pereira
Desde siempre, las marcas han intentado «conectar» con sus audiencias, pero muchas veces son intentos torpes, como una cita incómoda. Pero con la llegada de la IA las marcas pueden empezar a escuchar y a hablar con sus clientes de manera auténtica. No más monólogos aburridos. La IA es el puente que facilita las conversaciones profundas y reales que las marcas necesitan.
We’re no longer talking about science fiction but about how AI is going to transform the way brands interact with their audiences. From bots that sound genuinely natural to hyper-realistic avatars that, quite frankly, can be more charming than many TV hosts (and I won’t name names).
As Steve Jobs once said: *"Innovation distinguishes between a leader and a follower."* At Darwin & Verne, we take this motto seriously. In 2023, we launched **Phileas**, a startup in collaboration with technology partners, to help brands enhance their communication with AI in an ethical, effective, and sustainable way.
No more random stitches; precise reach with relevant messages.
It’s said that we’re exposed to around 600 advertising impressions daily. Most of these messages are pure noise—not designed with the customer in mind. But let’s be clear: nobody wants more noise. In Europe, data protection paranoia is on the rise, but in China… things move at a different pace. The truth is, 80% of consumers prefer to engage with companies that offer personalized experiences. And this is where AI becomes the wizard behind the curtain making it all possible.
Artificial intelligence enables audience segmentation with unprecedented precision. This not only enhances message relevance but also fosters a stronger, more authentic connection with the target audience. Instead of treating audiences as homogeneous masses, AI allows brands to communicate on a personalized level, increasing effectiveness and cutting through the advertising noise.
Beyond Chatbots: The New Expert Conversationalists
Los chatbots han sido ridiculizados por su falta de habilidad para mantener conversaciones reales. Eran los bufones del marketing digital. Esos que respondían con frases absurdas o repetían: «¿Podrías reformular la pregunta?». Pero esos días han quedado atrás. Ahora los bots, impulsados por IA, son maestros conversacionales, capaces de mantener diálogos fluidos y coherentes de enorme calidad.
At **Phileas**, we see how these chatbots can adapt to each customer, creating experiences that even surpass human interactions in certain aspects. We leverage Azure OpenAI technology to develop conversational platforms that possess all the conversational prowess of ChatGPT but are powered by the company's own information and documentation (securely and confidentially uploaded to the cloud) to enrich the conversation.
El resultado es fabuloso: un asistente disponible 24/7 con una educación impecable, que siempre tiene la respuesta adecuada con el punto de vista de la marca, en cualquier idioma, por texto o por voz. Como decía Arthur C. Clarke: «Cualquier tecnología suficientemente avanzada es indistinguible de la magia«. Y la magia de la IA es que puede reducir los costes, aumentar la satisfacción del cliente y mejorar la percepción de innovación de tu marca.
The Power of Voice: Beyond Text
In 2024, reading long texts is no longer necessary; a warm, charismatic voice can do it for you. On the **News** section of Darwin & Verne’s website, for instance, users can opt to have the text read aloud by a synthetic voice. Nowadays, in any language, high-quality synthetic voices can sound so human that you’ll barely notice the difference.
En Phileas, trabajamos con esta tecnología para que las marcas puedan crear su propia «voz», disponible en varios idiomas y con la autenticidad que necesitan para conquistar mercados globales. Y lo mejor de todo: a una fracción del coste de una producción tradicional. Se puede decir que el futuro suena más barato y eficiente.
Hyper-Realistic Avatars: The Future of Digital Spokespersons
Influencers have made their mark, but hyper-realistic digital avatars are the next revolution. These avatars not only look human but can hold real conversations with customers, represent your brand at virtual events, and, most importantly, be available 24/7, regardless of time zones.
Once designed, an avatar is infinitely scalable: it can represent your brand in any language, almost without additional cost, and with content generation agility close to immediacy. I’ve tested this myself with my own hyper-realistic avatar, created at **Phileas** with the help of our production team, Visual Noise. I must admit, my digital version surpasses me in patience, eloquence, and, if I’m being honest, even charm.
A More Human Future: AI as Your Brand’s Best Friend
Sometimes, when we talk about artificial intelligence, it feels like we’re describing a cold, dehumanized future full of machines replacing us. But AI isn’t here to replace humanity in brand communication—it’s here to enhance it.
La capacidad de la IA para interpretar emociones (sí, ¡emociones!), comprender contextos y hasta responder con empatía era impensable hace pocos años. Por ejemplo, podemos decodificar sus emociones solo con ver el rostro o escuchar la voz de un cliente. Mágico, ¿no? Pues es ya una realidad, y trabajando con esas tecnologías. Es un poco como «Lie to Me», pero menos dramático.
Y, por favor, no olvidemos que la intervención humana sigue siendo crucial. La IA necesita supervisión, criterio, intuición y creatividad humana. Es como ese copiloto que te ayuda a mantener el rumbo, pero el capitán, la mente creativa, sigue siendo humana.
At **Phileas**, we stand at the intersection of AI, marketing, and creativity, bridging the gap between what creatives can’t achieve without engineers and vice versa. We do this with human oversight, ensuring intention, quality, effectiveness, and ethics every step of the way.
An example of human-AI collaboration is this very article. I planned it, edited it, made corrections, added and removed content, and there isn’t a single sentence here that I wouldn’t have written myself. But more than half of the writing was done by an AI tool. Can you tell?
Conclusion: AI as the Co-Pilot to Innovation
If your brand isn’t using AI to enhance its interactions yet, you’re falling behind. AI doesn’t have to replace your employees but can free up their time to focus on more strategic and meaningful tasks. If you’re not using it, chances are your competition already is. So, it’s time to get on board—the journey has already begun.
