4 steps to build brand alignment in the age of generative AI

The impact of generative artificial intelligence (GenAI) on the media and entertainment industry is nothing short of revolutionary. It is transforming the advertising sector by offering unprecedented capabilities for personalization, optimization and creativity at scale. GenAI-led advertising is now expected to become a $200 billion market by 2032, according to Bloomberg.

This immense potential comes with significant challenges, however. Many boards and C-suites are grappling with a critical question: How can we harness the power of AI-driven marketing while ensuring that the outcomes align with a carefully cultivated brand equity?

High-profile incidents of AI-generated content going awry regularly make headlines, underscoring the potential risks of unchecked AI deployment. But while a recent Gartner study shows 55% of brand reputation leaders believe GenAI will pose a significant risk to their organizations, only 21% of organizations have in-depth guidance on how to mitigate that risk.

That’s why brand alignment has emerged as a critical issue for leaders to address, particularly in the age of GenAI. This goes beyond traditional brand management or digital transformation; it requires a fundamental rethinking of how brands operate in an AI-driven world.

To address these challenges and capitalize on the opportunities presented by GenAI, organizations need to take a structured approach to brand alignment. Based on my experience of building AI-powered trust and safety technologies, co-founding the Oasis Consortium to develop safety standards, and collaborating with chief marketing offices and tech leaders on responsible innovation, I believe this approach should involve four key steps:

Organizations must undergo a fundamental shift in perspective. Brand safety – ensuring that a brand's content doesn't appear alongside inappropriate or harmful material – is important. But the focus needs to expand to encompass comprehensive brand alignment across all AI-driven interactions.

Beyond merely avoiding negative associations, brand alignment should be about ensuring that every AI-generated piece of content, interaction and distribution not only safeguards the brand but actively reinforces its values, positioning and voice.

This shift requires leaders to view GenAI, not just as a tool for efficiency, but as an extension of their brand's personality and principles. To achieve this, organizations must undertake a comprehensive audit of their current brand guidelines and how they translate to AI-generated content. Cross-departmental discussions can help to align marketing, technology and executive teams on what brand alignment means in the context of GenAI.

It’s also important to develop new metrics that measure reach and engagement, but also how well AI-generated content continues to align with brand values and messaging.

Once the company mindset is geared towards alignment, a business needs clearly defined parameters that will guide GenAI in reflecting corporate values and brand voice. This crucial phase requires deep introspection and precise articulation of what makes the brand unique.

A comprehensive brand alignment framework should include tone and language preferences, visual style guides, ethical considerations and red lines, target audience personas and preferences, and the key messages and themes to be reinforced.

This framework should be detailed enough to guide AI systems but flexible enough to allow for creativity and adaptation to different contexts. It's not about constraining the AI, but rather empowering it to become a true brand ambassador. More importantly, the parameters need to be updated regularly to account for strategic changes, tactical movements, corporate policy evolutions and new advertising campaigns.

With a clear framework in place, a business can use GenAI to actively reinforce and enhance a brand's positive attributes. This is where the true potential of AI in brand building comes to the fore.

An organization can explore ways to use GenAI to, for example, create personalized content that resonates deeply with individual consumers while maintaining brand consistency. GenAI can also help with developing innovative storytelling formats that showcase the brand's values in action, as well as analyzing vast amounts of customer data to identify new opportunities for brand alignment and engagement.

AI can be used to generate real-time, brand-aligned responses in customer service interactions. It can also help with crafting targeted campaigns that not only promote products but also reinforce the brand's stance on important issues.

The key here is to view GenAI as a collaborative partner in brand building, not just a tool for automation. With the right inputs and guidelines, AI can become a powerful amplifier of a brand.

The final step in building brand alignment in the age of GenAI is to establish a robust system of guardrails. This helps to ensure that, as AI pushes the boundaries of creativity and engagement, it doesn't stray from the core brand alignment principles.

An effective guardrail system should be overseen by a cross-functional AI governance committee that includes representatives from marketing, technology, legal, security, and trust and safety leadership. It should include clear protocols for AI content approval, with different levels of scrutiny based on the potential impact and reach of the content.

A real-time monitoring system that can flag potential misalignments before they become public should be a key element of GenAI guardrails. And then it’s also important to have a rapid response plan for addressing any instances where AI-generated content fails to meet brand alignment standards. Finally, regular audits and updates to the guardrail system will ensure it evolves with the brand and as technology improves.

These guardrails should not be seen as limitations, but rather as enablers that give C-suite executives the confidence to fully embrace the potential of GenAI in brand building. And AI agents can assist staff to co-pilot the protocols.

As we navigate this new era of AI-driven brand management, organizations will thrive by viewing GenAI as an unprecedented opportunity to deepen brand alignment across every customer interaction, rather than as a threat to brand integrity.

The future of branding is here, and it's powered by AI. The question for leaders is no longer whether to embrace this change, but how to do so in a way that amplifies a brand's unique voice and values in this new digital era.