In this digital era, brands find themselves standing at the crossroads of technology and consumer experience. Among the various tech advancements, the real game-changers are Artificial Intelligence (AI) and data analytics. Here at Dovetail, we firmly believe that the judicious use of AI and data is not just a current trend – it’s a defining factor in shaping successful consumer brands.

AI and Data: Our new reality

AI is no longer a buzzword in marketing; it's transforming how brands engage with their consumers. Personalisation is the holy grail of marketing, and AI is the vehicle that delivers it.

Streaming giant Netflix uses data analytics and AI  to understand viewer preferences, based on which it recommends movies and TV shows. More impressively, Netflix uses these insights to create original content that aligns with viewer tastes, thereby strengthening its brand and customer loyalty. The creation of “House of Cards” and “Birdbox” are examples of this.

Beyond these types of examples, we as marketers need to consider how AI could shape consumer experiences on a deeper, more interactive and engaging level.  Imagine a wine brand that uses AI to predict your preferred wine blend based on your past preferences, food choices, and flavour inclinations. Or consider a fashion brand that uses AI to design your perfect outfit for an upcoming event.  AI's potential in consumer branding is only limited by the breadth of our imagination.

Data itself provides invaluable insights into consumer behaviour, enabling brands to deliver tailored experiences. But more than that, we see data as the key to brand evolution. A continuous feedback loop that informs, guides, and fuels the growth of a brand. (read here)

Data is not just the realm of large multinationals. Every business no matter which category, industry or size has data at their disposal.

An excellent example of a smaller Australian brand using AI and data analytics effectively is "Bookwell," an online platform for booking health, beauty, and wellness appointments.

Bookwell uses AI and machine learning to recommend services to its users based on their past bookings, searches, and even the time of day or week they usually book their appointments. They also analyse data to inform their clients (the salons and clinics) about consumer trends, such as peak booking times, popular services, and customer return rates.

By using AI and data analytics, Bookwell creates a personalised experience for their customers, making the process of finding and booking appointments quicker and more efficient. On the other hand, it also helps their clients better understand their business, contributing to the overall customer satisfaction and creating a positive cycle that benefits both sides. This approach highlights the use of AI and data as powerful tools for enhancing customer experience and boosting brand loyalty, regardless of the size of the company. (Sidenote: The success of this Aussie startup led to it being bought by global platform Fresha in 2022. )

There are many uncharted territories to be explored with data and AI. Think of a travel company that uses predictive analysis to offer you a custom travel itinerary based on your previous holidays, preferred activities, and travel patterns. Or a small independent bookstore where you receive a tailored list of book recommendations on your phone as you walk in, based on your past purchases and expressed preferences, or having the option to chat with an AI bot on the bookstore's app that can suggest books based on your mood or the themes you're interested in. This level of personalised service could enhance customer loyalty, elevate the bookstore's brand, and differentiate it from larger online competitors.

This level of personalised service could redefine brand loyalty, moving brands up the Brand Engagement Pyramid and we at Dovetail are excited about these possibilities.

Where AI and Data meet

The merger of AI and data analytics is more than just tech integration - it's a paradigm shift. When we combine AI's personalisation capabilities with data's precision, we unlock unprecedented potential for engaging and understanding consumers.

The conversation about AI and data often circles back to ethical considerations. And it should. At Dovetail, we believe that the bridge between brands and consumers is built on trust. Ensuring transparency in data usage and respecting privacy rights are critical to upholding this trust. Authenticity and transparency become key considerations.

Our vision for the future of consumer branding

Looking ahead, AI and data analytics aren’t merely tools to be used; they’re catalysts for a fundamental transformation in consumer branding. As consumer expectations evolve, brands must leverage these technologies to deliver relevant and personalised experiences.

Dovetail is a pioneering branding and agency with offices in Perth and Melbourne, serving clients across Australia. Our unique approach unites three key areas of branding – consumer brand and marketing, HR and employee branding, and events – to create tailored solutions that drive business success. By leveraging our expertise in these interconnected fields, we empower our clients to build strong, consistent, and memorable brand experiences, fostering deeper connections with their customers, employees, and stakeholders. Partner with Dovetail and discover the unparalleled advantage of a holistic branding strategy which moves your brand to the apex of the Brand Engagement Pyramid.