Prof. Baumgarth and Dr. Steffen Schmidt delivered the keynote speech “Augmented Brand Intelligence by AI for practice AND science” at the 18th Global Brand Conference. The keynote speech presented the following five characteristics of Augmented Brand Intelligence:
(1) AI is accepted and integrated into brand work and brand research as a fully-fledged team member.
(2) The specific use case and not the features of tools form the starting point for augmented brand intelligence.
(3) Brand tasks, systems, and use cases require a meaningful combination of tools from different AI classes combined with human intelligence and expertise.
(4) Brand managers and researchers can only use augmented brand intelligence if they have extensive skills and expertise (e.g., mental models, data, creativity, critical thinking, and domain expertise).
(5) The Humans are responsible for the precise description of the task, the selection of the most suitable (AI) tools, the input request, the administration of the required data, and the interpretation and critical reflection of the AI results (“in-the-loop”).
The application of Augmented Brand Intelligence was then demonstrated for various practical (brand positioning) and scientific use cases (literature review, scale development, replication, science communication).
Finally, two hot topics were presented using AI agents and synthetic data.
The slides can be downloaded here.