What remains of brands in AI interactions?

AI: Andreas, what inspired MetaDesign to develop Branded AI Personality, a new offering for brands in the field of artificial intelligence?

Andreas: It was an observation that stuck with us: AI is becoming ubiquitous but often sounds generic and impersonal. It lacks the unique tone and personality of the brands behind it. Yet brands invest so much in attitude, tonality, identity - and lose all that the very moment a bot speaks. AI must not be the blind spot of brand management. With Branded AI Personality, we transfer our decades of experience in strategic brand management to the world of AI. Branded AI ensures that AI systems take on the personality of a particular brand and express it tangibly and consistently in all interactions. The result: every AI conversation reflects the brand's personality.

AI: What exactly is Branded AI Personality, and how does it work?

Andreas: At its core, Branded AI is a tailored personality layer that translates a brand's personality into a form that can be integrated into LLMs. It is based on the scientifically based OCEAN personality model, which we have further developed specifically for the use of brands in AI. This data set becomes the personality core for every AI application - from chatbots and voice assistants to automated customer support. What was previously generic is suddenly becoming individualised and brand-specific. And in a way that remains scalable and strategically controllable.

AI: You also empirically analysed the impact of brand personality in AI interactions in a study. What did you find out?

Andreas: Together with our partners Prof Dr Carsten Baumgarth from the HWR Berlin, the eye square research institute and our technology partner schrittweiter, we conducted a study with over 1,100 participants. The results show that AI is an important touchpoint for brand perception. Users connect more strongly with brands when the AI feels personal and sounds and acts like the brand. In detail, we found that:

• Interactions with brand-personalised AI led to a 78% increase in brand strength, measured in preference and distinctiveness.
• Users' willingness to engage with the company's AI assistants after a brand interaction was 2.5 times higher.
• And remarkably, four times as many participants preferred the brand's AI to a human representative after experiencing our product.

AI: How do companies get started with Branded AI?

Andreas: The beauty of Branded AI is its flexibility. It's not a standalone tool, but can be integrated into existing AI ecosystems, whether it's a customer service bot, a smart product interface or even AI-generated content on social media. We work closely with our clients to define and shape their brand's AI personality and ensure it is consistent and scalable across all digital platforms.

AI: What does this mean for the future of brand management and AI?

Andreas: That brand work will be redefined. If AI becomes the new voice of the brand, then brands must learn to express themselves in machines. Branded AI is not a gimmick, but a real management tool. There are new AI applications every day that impress us technically but remain generic. Our solution is anchored more deeply: in the personality and core of every brand. It not only gives AI the ability to speak but also attitude and character. That makes all the difference.

AI: And you personally? What excites you about the topic?

Andreas: I am driven by the question of how brands can preserve and strengthen their identity in an increasingly automated world. Branded AI is a logical and exciting step for me: we combine technology with personality and attitude. And enable brands to remain distinctive even in new interfaces. I see this as an opportunity to rethink brand management.

AI: Where can people find out more?

Andreas: For an overview of our work at the intersection of brand and AI, visit https://metadesign.com/en/units/brandedai. If you’d like to dive deeper into Branded AI Personality, you can find all details at https://branded-ai.com/en/.

Are you interested in Branded AI? Please contact mail.ber@metadesign.com.