Hamzah Alsagoff’s Post

#KantarBrandZ data shows that roughly 80% of brands fall short on consumer perceptions of difference. Difference is rare because difference is hard, and it's positioned to become even harder with advancements in #AI. See what our J. Walker Smith says about the benefits and risks of AI for brands in this MediaPost article: https://ow.ly/XFQL50Rm7NU

Until the day when marketing is directed at our future AI overlords, AI should be kept well out of the creative side of marketing. Marc Pritchard, the chief brand officer at famous greenwashers P&G gets it: “Even with all the technology available to us, the answer won’t be found in the data or the algorithms. The answer is in the idea, which comes from the heart and soul.” Have a read. Just stay away from their planet-wrecking products. #AImarketing #humanmarketing #marketing Program | B Corp™ Leah Erdbrink 🙏 https://lnkd.in/eyeCKhDc

#humancentricgrowth It is really easy for marketeers to fall for the latest 'shiny object' eg AI or the latest trend, and lose sight of their core DNA and purpose fo the brand they represent. I love this latest campaign and advertisement from Dove. They just made the best AI related ad! They did not foget what they stand for - #KeepBeautyReal. They made a bold stand on not to use AI in their work, to stay true to the core of their purpose. It is going against the grain of the latest trend ie AI. The work is beautifully done, and emotionally well-executed. It was filled with emotions that will tug one's heart.This is what I called true brand stewardship, dont forget your core brand DNA , stay true to their brand creative platform , and knowing what not to sacrifice. What do you think? #Doverealbeauty #KeepBeautyReal #Brandthatstandsthetestamentoftime #Brandwithsoul #Humancentricgrowth #Purposefulmarketing https://lnkd.in/gutzFJi5

BRAND SAPIENS IN THE AUTOSAPIENT AGE Will your brand lead or follow in the Autosapient Age? The term "autosapiens" was coined by Jeremy Heimans and Henry Timms in a 2024 article published in the Harvard Business Review. They used it to describe a new generation of AI systems that are not merely tools, but active participants making consequential decisions and shaping social and economic outcomes. Heimans and Timms defined autosapiens as having two key characteristics: 1) "Auto" meaning they can act autonomously, make decisions, learn from experience, adapt to new situations, and operate without continuous human supervision. 2) "Sapiens" meaning they possess a broad capacity to make complex judgments and wisdom that can rival or even outstrip humans. The concept of 'Autosapiens,' as highlighted in the HBR article, parallels the vision that my partner in NEW STARTEGY Dejan Bojović, and I have championed since 2011, when we coined the term Brand Sapiens, and 2013, when we registered it as a trademark in the USA. Here’s how Brand Sapiens is setting the stage for brands to thrive in this new era, fundamentally changing the way businesses connect with their audiences. Transforming Brands into Humanized Personalities Brand Sapiens is not just about innovation, it's about revolutionizing the core of stakeholder interaction. By humanizing brands and giving them a persona that audiences can relate to and empathize with, Brand Sapiens leverages Generative AI to craft interactions that are not only personal but deeply resonant. This shift from traditional marketing to creating brand personas that act autonomously and engage directly with consumers and all other stakeholders mirrors the transition to autosapience—a key trait of the emerging AI systems highlighted by Jeremy Heimans and Henry Timms. For business leaders, understanding and integrating autosapience into brand strategy is crucial. The Autosapient Age reshapes not just market dynamics but also stakeholder expectations. Brands that engage consumers as intelligent and adaptive partners will dominate the future market. Brand Sapiens provides the tools and insights necessary for brands to harness these AI-driven capabilities, turning potential challenges into substantial opportunities for growth and engagement. For business leaders, the journey towards this transformative era is both a monumental challenge and a tremendous opportunity. Will your brand lead or follow in the Autosapient Age? —— We will provide more detailed information about Brand Sapiens and its global promotion in October in Dubai. Currently, a demo product is available, and several brands have already joined the project. Delta Holding will be the first company in Serbia to launch Brand Sapiens for its brands. I am attaching an article about the Autosapient Age by Jeremy Heimans and Henry Timms OBE from the Harvard Business Review from this year. #HBR #AutosapientAge #JeremyHeimans #HenryTimms #BrandSapiens #NewStartegy

70% of employees are harnessing generative AI but only 30% brands are on board. As consumers prioritise brand trust and data safety, it's time for brands to align their strategies with evolving preferences. Trust is the new currency. #generativeAI #AIethics https://ow.ly/IASJ30szUvR

Delving into the upcoming trends for 2024 in marketing, the intersection of AI, sustainability, and ROI paints a compelling picture of the direction for the world! #MarketingInsights #2024Trends #ReflectingOnChange

70% of employees are harnessing generative AI but only 30% brands are on board. As consumers prioritise brand trust and data safety, it's time for brands to align their strategies with evolving preferences. Trust is the new currency. #generativeAI #AIethics https://ow.ly/kjHR30sz1fW

How Brands Grow by Byron Sharp emphasises the importance of distinctive brand assets for growth. But in an era where AI is curating consumer choices, how do brands ensure they remain distinctive and appealing? We stand at the precipice of a new era where AI isn’t just a tool; it's increasingly shaping the consumer's decision-making process. As AI pre-filters choices based on personalised preferences, the challenge for brands is to remain at the forefront of these criteria. In an AI-driven landscape, how do we balance personalisation with privacy, craft compelling content, and harness AI's power to ensure brands continue to resonate and maintain their distinctive appeal? How will AI redefine our approach to brand strategy in line with Sharp's principles? I see new challenges on the horizon for businesses and huge opportunities for the ones who find their way on the AI’s curated list of choices. #AI #Marketing #FMCG

In a tech-driven era, it's crucial to remember that the best creative work addresses fundamental human needs before anything else. This article offers an inspiring perspective on the intersection of technology and humanity. Check it out here: [Link to the article](https://lnkd.in/eGR8bYCF) #technology #humanity #creativity #AI #data #efficiency

"Businesses are increasingly integrating external data sources, such as social media data and online reviews, to complement their tracking efforts. Advancements in technology, such as generative AI, are revolutionizing the way businesses analyze and interpret tracking data." Our Regional Engagement Director, Keri Vermaak, recently wrote for Greenbook about how to stay ahead of the evolving landscape with brand trackers. Learn more: https://lnkd.in/g2hcmiUv #brandtrackers #brandtracking #marketresearch #mrx #insights #womeninresearch #brandstrategy #consumerbehavior #restech #generativeAI