Artificial Intelligence: The Superconductor of Brand Communication.
- Date
- Written by Miguel Pereira
Brands have always tried to "connect" with their audiences, but they are often awkward attempts, like an awkward date. But with the advent of AI, brands can start listening and talking to their customers in an authentic way. No more boring monologues. AI is the bridge that facilitates the deep, real conversations brands need.
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
The Chatbots have been ridiculed for their lack of ability to have real conversations. They were the buffoons of digital marketing. Those who responded with absurd phrases or repeated, "Could you rephrase the question?". But those days are long gone. Now bots, powered by AI, are conversational masters, able to maintain fluid and coherent dialogues of enormous quality.
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.
The result is fabulous: an assistant available 24/7 with impeccable education, who always has the right answer with the brand's point of view, in any language, by text or by voice. As Arthur C. Clarke said: "Any sufficiently advanced technology is indistinguishable from magic". And the magic of AI is that it can reduce costs, increase customer satisfaction and improve the perceived innovativeness of your brand.
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.
In Phileas, we work with this technology to enable brands to create their own "voice", available in multiple languages and with the authenticity they need to conquer global markets. And best of all: at a fraction of the cost of traditional production. It's safe to say that the future sounds cheaper and more efficient.
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.
The ability of AI to interpret emotions (yes, emotions!), understand contexts and even respond with empathy was unthinkable just a few years ago. For example, we can decode your emotions just by seeing the face or hearing the voice of a customer. Magical, isn't it? Well, it's already a reality, and working with these technologies. It's a bit like "Lie to Me", but less dramatic.
And, please, let's not forget that human intervention remains crucial. AI needs human oversight, judgment, intuition and creativity. It's like that co-pilot who helps you stay on course, but the captain, the creative mind, is still human.
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.
