This article highlights the adoption of advanced AI, specifically Google's Gemini model and Google Cloud infrastructure, by Authentic Brands Group (ABG) to enhance their 'Authentic Intelligence' platform, impacting brand building through AI-powered insights. This signifies a growing trend of leveraging frontier AI models in the retail, media, and entertainment sectors for improved brand management and customer engagement using advanced analytics and automation.
In the retail, media, and entertainment sectors, this AI adoption has the potential to revolutionize how brands are built and managed. ABG's use of Gemini to power 'Authentic Intelligence' offers a competitive edge in understanding consumer behavior, personalizing content, and optimizing marketing strategies. This will drive more targeted marketing campaigns, and ultimately increase revenue. It also has the potential to lead to cost reductions through efficient brand monitoring and insights generation.
Operationally, ABG will likely see automation of marketing tasks, enhanced data-driven insights for brand positioning, and improved customer targeting. This requires upskilling of staff to leverage the new AI tools and integration of these technologies into existing workflows. Other businesses can learn from this example how to deploy large language models for brand management.