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Why text-to-image AI requires a new branding mindset

Text-to-image generative AI tools let any consumer become a designer. In this new landscape, consumers and brands like Heinz and Coca-Cola are cocreating campaigns. Brand managers must shift from guarding brand identity to enabling customer participation — which entails seizing opportunities and nav...

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Bibliographic Details
Main Authors: Gvirtz, Andrés, Acar, Oguz A. (Author)
Format: eBook
Language:English
Published: [Cambridge, Massachusetts] MIT Sloan Management Review 2023
Edition:[First edition]
Subjects:
Branding (marketing) / Http://id.loc.gov/authorities/subjects/sh2007006470
Artificial Intelligence / Fast
Artificial Intelligence / Http://id.loc.gov/authorities/subjects/sh85008180
Stratégie De Marque
Branding / Aat
Intelligence Artificielle
Branding (marketing) / Fast
Artificial Intelligence / Aat
Online Access:
Collection: O'Reilly - Collection details see MPG.ReNa
Description
Summary:Text-to-image generative AI tools let any consumer become a designer. In this new landscape, consumers and brands like Heinz and Coca-Cola are cocreating campaigns. Brand managers must shift from guarding brand identity to enabling customer participation — which entails seizing opportunities and navigating risks. The authors offer advice on creativity, control, and how to experiment safely
Item Description:"Reprint #65220."
Physical Description:6 pages

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