In the age of AI, brands risk becoming commodities if they don
Key takeaways
Proactively build direct demand and customer loyalty through robust CRM, email, and SMS strategies to foster direct customer relationships amidst AI intermediaries.
Optimize your content for AI readiness by implementing structured data (schema, product feeds) and creating clear, concise FAQs and authoritative explainers that AI tools can readily cite.
Diversify your marketing channels beyond traditional search and social to include high-intent partner channels, out-of-home, and print media, focusing on incrementality to ensure true growth.
Integrate messaging commerce functions like WhatsApp or iMessage flows and blend service with sales to create a holistic customer experience that encourages direct engagement and brand preference.
Prioritize improving on-site conversion rates to incentivize repeat direct purchases and make your website a primary destination that customers seek out by name.
Anyone who’s read my writing or listened to the show knows that I’m generally bullish on the potential benefits of AI for customers and brands. Where I’m far less bullish is when “experts” tell you that AI will prevent you from building meaningful connections between your brand and your customers. Whether they mean to or not, they’re describing a world where every brand becomes a commodity. And, frankly, I simply refuse to go along. That view is simply nonsense. Brands exist so that customers can easily identify the products and services they know and trust. That was true 100 years ago. It will be true 100 years from now.
Or, at least, it will be if we do the work, right now, that will teach customers to ask for us by name. Getting that right depends on building brands customers care about, that they’ll love, that they’ll demand. Put simply, in the age of AI, brand isn’t everything. It’s the only thing. Why is
Proactively build direct demand and customer loyalty through robust CRM, email, and SMS strategies to foster direct customer relationships amidst AI intermediaries.
What does this episode say about ai & automation?
Optimize your content for AI readiness by implementing structured data (schema, product feeds) and creating clear, concise FAQs and authoritative explainers that AI tools can readily cite.
What does this episode say about customer retention?
Diversify your marketing channels beyond traditional search and social to include high-intent partner channels, out-of-home, and print media, focusing on incrementality to ensure true growth.
What does this episode say about brand & content?
Integrate messaging commerce functions like WhatsApp or iMessage flows and blend service with sales to create a holistic customer experience that encourages direct engagement and brand preference.
What does this episode say about brand & content?
Prioritize improving on-site conversion rates to incentivize repeat direct purchases and make your website a primary destination that customers seek out by name.
