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...
Main Authors: | , |
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Format: | eBook |
Language: | English |
Published: |
[Cambridge, Massachusetts]
MIT Sloan Management Review
2023
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Edition: | [First edition] |
Subjects: | |
Online Access: | |
Collection: | O'Reilly - Collection details see MPG.ReNa |
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 |
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Item Description: | "Reprint #65220." |
Physical Description: | 6 pages |