The innovative offering was developed in close collaboration with long-time partner schrittweiter. As part of this development, the agency also worked with Prof. Dr. Carsten Baumgarth from the Berlin School of Economics and Law (HWR) and the market research institute eye square to investigate the effect of brand personality in interaction with AI assistants.
From a brand perspective, conversations with AI are wasted potential.
From a brand perspective, it is highly relevant that more and more communication between customers and companies is being automated by the company. To date, conversations with AI assistants have too often come across as generic or artificial - with a potentially negative impact on brand perception. At the same time, the ever-growing number of use cases means that interactions with AI systems are becoming increasingly important touchpoints with brands. With the new Branded AI offering, it is now possible to design the AI touchpoint in a brand-appropriate way, creating a differentiating and compelling brand presence in every interaction.
"At the heart of Branded AI is a data set tailored to each brand as a specific translation of the brand's personality. It is based on the scientifically proven OCEAN personality model, which we have further developed specifically for use in Branded AI. Branded AI Personality can be used flexibly in different applications and existing AI systems to ensure a consistent brand personality across all touchpoints. In other words, we create a transferable and reproducible core brand personality for every AI application of a brand", says Andreas Fachner, product owner and strategy partner at MetaDesign.
Study proves it: AI with brand personality increases brand strength and loyalty
As part of the development of the Branded AI Personality, MetaDesign, together with the Berlin School of Economics and Law under the direction of Prof. Dr. Carsten Baumgarth and the market research institute eye square, conducted a comprehensive, multi-stage "AI Conversation Branding" study (n=1153) to investigate the influence of AI brand personalities on brand perception.
The results show on the one hand that AI interactions have a relevant influence on brand perception and on the other hand that - if AI is designed with a distinct brand personality - the willingness to use it increases and this has a positive impact on brand preference," says Prof. Dr. Carsten Baumgarth, Professor of Marketing, especially Brand Management, at HWR Berlin.
Some of the study's findings at a glance:
Interaction with chatbots and AI assistants generally improves a brand's reputation. Brand strength - defined by preference and differentiation from the competition - was found to be 78% higher compared to respondents without AI contact. AI with personality increases willingness to use. After interacting with a chatbot with a distinct brand personality, 2.5 times more users are willing to use a company's AI assistant compared to users with no chatbot contact. After interacting with a branded AI, four times more users prefer the AI to a human contact.
For more information on our AI product portfolio visit: MetaDesign Branded AI