"When a customer asks an AI assistant what to buy, the system instantly examines the category, weighs solution options and serves the best choice for that situation and the person making the query. Like Tom Cruise in "Minority Report," moving his hand to see different information floating in front of him, only at light speed. In that moment, the assistant isn't ranking logos. It's harvesting meaning:"
"It's harvesting meaning: The problems your product solves, both rational and emotional. The promises you've kept. Proof of performance. What others with similar values think of your brand. Together, these form a personalized recommendation. If that meaning is clear, consistent and machine-readable, AI surfaces you as a solution. If it's fuzzy or hard to crystallize, you're invisible. Tom Cruise won't see you."
"Dig deeper: Generative AI is rewriting your brand story - make sure it gets it right Gartner projects a 25% drop in traditional search by 2026 as queries shift to chatbots and virtual agents. The question is no longer if AI will change discovery, but whether it will recognize your brand and its meaning. As AI systems increasingly mediate how people discover products, services and brands, the traditional tools of branding - logos, slogans, visual identity, color palettes - are still necessary but no longer sufficient."
AI assistants evaluate categories, weigh solution options and recommend the best choice for each user and situation. Brand meaning consists of the problems a product solves, promises kept, proof of performance and what like-minded customers say. Clear, consistent and machine-readable meaning enables AI to surface a brand; fuzzy or inconsistent meaning results in invisibility. Traditional brand assets such as logos, slogans and color palettes remain necessary but are not sufficient for AI-mediated discovery. Earned meaning and demonstrated value matter more than purchased attention as search shifts toward chatbots and virtual agents.
Read at MarTech
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