Nano Banana & Co. can easily and impressively produce images and modify existing ones. Anyone can also produce text, video, and sound at the touch of a button. But this does not make brand management more professional or increase its effectiveness. This requires collaboration between humans and machines. We refer to this collaboration as augmented brand intelligence. It is more a matter of combining knowledge (e.g., from science – top journals), mental models, and precise use case descriptions with prompting and AI capabilities and the “right” AI tools.
At this year’s Horizont Advertising Impact Summit, Prof. Baumgarth illustrated this human and AI synergy using four use cases:
1. Visualization ideas for communication using proprietary GPTs based on “classic” creativity techniques, which are available for every subsequent project after creation.
2. Brand-consistent communication through few-shot prompting and models such as the OCEAN model.
3. Assessment of the prospects for success of Dove brand transfers through the integration of a scientific meta-analysis from an A+ journal.
4. Identification of growth opportunities for the Rivella brand through the integration of the Category Entry Points model.

The slides from the keynote speech (sorry, only in German) are available here.

Foto credit: Alexander Hassenstein