Brands Using AI for Their Business 

Since the launch of ChatGPT in November of 2022, AI has taken off in just about every industry. And it seems that the options are only expanding. Brands are testing new ways to utilize Artificial Intelligence in their platforms and marketing strategies to create more personalized user experiences, run campaigns more effectively, and improve data analysis. 

We will dive into five brands using AI, and how they are setting the bar for future AI campaigns and strategies. 

What is Artificial Intelligence? 

Even if you’re not familiar with AI, it’s all around us. From the social networks we use to the streaming platforms we browse, odds are the brands behind the scenes are using AI. 

Artificial Intelligence simulates human intelligence through computer learning, algorithmic processes, and emerging technologies. This technological breakthrough is changing the digital world as we know it and can be applied in a variety of ways, unleashing a whole new world of creativity. 

5 Major Brands Using AI

Coca-Cola 

In an effort to encourage consumer participation, Coca-Cola has partnered with Brand & Company and OpenAI to create a campaign that allows consumers to “taste the future.” Backed with tools such as ChatGPT and DALL.E, this limited edition product is called “Coca-Cola Y3000 Zero Sugar”. 

With this, users can scan a QR code on Coke cans, and access the Coca-Cola Creations Hub. Here you will find the “Y3000 AI Cam”, where you can customize your vision of the future. After taking a photo, Coca-Cola will “take you to year 3000” and generate a futuristic image, designed through AI.

Coca-Cola is now even testing an AI vending machine, where consumers can pre-order products and collect them from vending machines. These two campaigns open up completely new buying experiences, as well as provoke emotion and curiosity from consumers.

Alibaba 

The annual active consumers inside the Alibaba ecosystem have amounted to 1,280 million consumers. Alibaba is the largest Chinese E-commerce platform that blows all of the other well-known e-commerce brands out of the water, including Amazon and eBay. 

They use AI features daily to generate their product descriptions, predict what their customers might like, and to all around cut costs in the hiring and equipment side of operations. 

Sephora

Sephora is one of the very few beauty brands to dabble in the use of AI. Their goal is to create an easy and seamless shopping experience for their customers every time. AI helps them with this by implementing technology such as: 

• Chatbots offer their customers quick and effective responses to commonly asked questions regarding products and services
• Sephora Visual Artist is a very futuristic feature that allows customers to try on products prior to purchasing or receive a virtual makeover and experiment with different products. 
• Color IQ helps you find your perfect foundation, concealer, or lipstick color to match your skin tone. This AI feature accounts for your skin’s undertone, saturation, and depth. 
• Fragrance IQ- Just like the color IQ, Sephora has partnered up with Inhalió to allow their customers to receive a dry scent to smell the fragrance prior to purchasing. 

Facebook

Facebook is a firm believer in assistance from AI. They use the art of AI as the center of their review process of all their content. Facebook has strict community guidelines that all of its users must follow. Their use of AI can detect when a user posts content that goes against their guidelines and even has the ability to remove that content prior to having another user report it. They also use both DeepText and DeepFace. 

• DeepText: This feature understands the text and uses it to interpret each and every piece of content that their users post no matter the language.
• DeepFace: If you have ever noticed yourself being tagged in a photo randomly, that is DeepFace. This AI feature can interpret your face and tag you regardless. 

Nike 

With Nike having a market capitalization of $197.8 billion and being among the 50 most valuable corporations in the world, it is safe to assume that they may have a hard time keeping up with all their customers. This is where the importance of AI comes in. They use AI as a center for all their apps including Nike SNKRS, Nike Training Club, and the Nike App. 

AI is used to enable customers to make customizable products from color, design, size, etc. This data is collected so that they can keep in mind the likes and dislikes of their customers when they begin the process of launching a new product. 

AI often scares people due to the fear of losing control, privacy, and or human value, but these huge corporations using AI features to increase their success should sway you a bit. 

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These are just five major brands using AI, but these days most brands do. Artificial Intelligence can take your business, no matter how big or small, to new heights. By correctly implementing AI into your marketing strategy, you can grow your business in the most effective and positive way possible. 

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sophie , 19 October 2023