How to Track Your Brand in the Age of AI

"Platforms like TikTok, Instagram and AI chatbots are changing how brands are discovered and evaluated, making it critical for leaders to consider not just how customers perceive their brands, but how AI does, too. Sixty-four percent of consumers in the US, UK and Canada already use AI tools to research products, according to Salsify, while 40 percent of UK consumers are open to AI making purchases on their behalf, per a survey by digital payments company Checkout.com."

""The tools built to measure brand performance were designed for an analogue world. They don't capture how brands are perceived and represented across the digital and AI ecosystems that now shape consumer behaviour," said Blunden."

"The presenters introduced BoF Insights Brand Pulse, a new AI-driven brand performance tool designed specifically for the fashion industry, created in partnership with Quilt.AI."

BoF Insights convened senior executives from fashion, luxury and retail in London to address how brands should measure performance as AI and algorithms determine exposure and purchases. Leaders highlighted that traditional brand measurement tools were designed for an analogue era and fail to capture representation across digital and AI ecosystems. Platforms such as TikTok, Instagram and AI chatbots increasingly shape discovery and evaluation, and a growing share of consumers use AI tools to research or even make purchases. BoF Insights launched Brand Pulse, an AI-driven tool that evaluates brands across five dimensions and reads signals from social, search and chatbots.

Read at The Business of Fashion