Dash Social and Marquee Brands will explore brand intelligence as a potential competitive advantage in AI-driven marketing. The companies will discuss the topic during a featured conversation at ADWEEK House.
The event will take place alongside Advertising Week New York. Natasha Fishman, Chief Marketing Officer at Marquee Brands, will join Hannah Graham Rose, Head of Creative AI Strategy at Dash Social. ADWEEK’s Jenny Rooney will moderate the conversation.
In the session, we will explore how marketers can achieve new benefits in light of increasing access to AI. Adoption of AI is on the rise in marketing teams and creative work. However, the gap between AI access and business benefits keeps widening. It was discovered that 100% of surveyed marketing teams have evaluated creative AI.
“The first phase of AI in marketing was about speed and scale. The next phase is about intelligence,” said Graham Rose. “AI becomes far more valuable when it can learn from a brand’s creative history, audience behavior and performance signals. Brand intelligence turns those signals into context, helping marketers understand what matters for their brand.”
Brand Intelligence Helps Marketers Turn AI Into Business Value
In addition, 97% of the teams are expected to expand and optimize the existing content. Yet, 86% have said that they find it difficult to catch up with their current content demand. In addition, 95% of AI content still fails to get produced. Brand standards, quality problems, and trust concerns continue to hinder the production of content. Hence, at Dash Social, brand intelligence is considered the next step for AI.
“As AI becomes more accessible, differentiation will come from the depth of consumer understanding and the strength of a brand’s identity,” said Fishman. “AI is a powerful accelerator of creativity, speed and insights, but technology alone is not a competitive advantage. Enduring value comes from a brand’s heritage, equity, distinct point of view and consumer trust. Our focus is on leveraging AI to enhance those strengths and create more relevant, meaningful brand experiences.”
At ADWEEK House, Fishman and Graham Rose will link these two views. They will explore what the generic AI overlooks and what can be gained from the real-time signals. They will also explain why brand intelligence is crucial as AI becomes more influential in marketing. The discussion will be based on the changing dynamics between AI, consumer intelligence, creativity, and brands. This session will happen at Advertising Week New York.
Want more marketing excellence stories? Visit MarTech News for insights, trends, and expert updates.
News Source: GlobeNewswire.com
