How Chime's CMO uses AI to preserve brand identity

Smart take. And two thoughts... 1. If you haven't created your own custom-trained brand GPT to help your marketing and comms creators yet, that would be a great way to spend today. (If you're in-house it won't take long. And if you're at an agency, create one for each client.) 2. Never use it to create anything from scratch. Instead, use it as a review step - to check for tone, style alignment, etc. of both text and visuals. Why? Because anything based on work created in the past (which is what a language-model is) won't match the ingenuity or creativity of actual talented humans. But it's a terrific 'copy' editor (in the fullest sense of that word). Shout out to talented and visionary creative director Christina Nordquist Jacobs who was way ahead of this curve. "His [internal] team’s solution? A custom-trained brand GPT—a dataset built from a decade of Chime’s greatest hits: visuals, stories, and community moments. It helps internal teams generate content that still feels like Chime: approachable, friendly, and real."

Everyone’s raving about how AI is “revolutionizing” marketing — but here’s the thing: AI doesn’t know your audience like you do. It doesn’t see the hesitation before someone abandons their cart. It doesn’t hear the subtle doubt in a customer’s tone. And it definitely doesn’t feel what makes people trust a brand. AI can write, analyze, and optimize faster than ever — but it still can’t replicate human intuition. That’s why the best marketers don’t hand over the wheel. They use AI as a co-pilot — to test ideas, surface insights, and amplify what only human empathy can create. Because data drives performance, but emotion drives decisions. The real edge? Knowing how to blend both. How do you strike that balance between automation and instinct? #AIMarketing #DigitalStrategy #HumanTouch #MarketingPsychology #PerformanceMarketing #ROIStrategy #MarketingInnovation

James Bentley says the value economy of information is undergoing a radical shift, driven by AI's increasing capabilities. This evolution presents both opportunities and challenges for brands and advertising strategies. As AI reshapes the landscape, understanding its impact becomes crucial for staying competitive and relevant. How can brands adapt their strategies to thrive in this new era of information? #AI #ValueEconomy #Brands #Advertising #Innovation #Marketing #Agentic #Agents

Will AI make your marketing smarter or strip away your brand’s identity? AI can help personalize content, predict customer behavior, and optimize campaigns. But when retailers let AI take over without a clear strategy, things start to fall apart. The problem? When AI completely replaces human creativity, the brand starts to feel fake. People don’t connect with algorithms. They connect with stories, emotions, and authenticity. Customers will accept AI when it enhances the experience, not when it’s just a cost-cutting tool. Retailers need to set clear boundaries. AI should support the brand’s voice, not become it. When your marketing feels robotic or forced, customers will push back, and rebuilding that trust won’t be easy. So where’s the balance? How can brands harness AI without losing their soul? #retailmarketing #brandstrategy #aiinretail #marketingstrategy #personalization #retailtech

AI is smart; but it can’t feel. At Brandslifter, we use AI every day, but here’s the truth: It can automate processes, not emotions. Marketing still needs human intuition, creativity, and empathy ,the things that make people connect with your brand. The best strategies are still written by humans who understand humans. What’s one thing you think AI will never replace in marketing? #Brandslifter #MarketingStrategy #AIinMarketing #HumanCreativity #Branding #DigitalMarketing

AI Just Learned to Think Like a Brand Strategist.” Every creative professional knows this truth: Good campaigns come from insight, not just design. That’s why what Google Labs and DeepMind just launched, "Pomelli," feels revolutionary. Instead of random outputs, it learns your entire business DNA, your story, your tone, your color system, and builds marketing content that matches all of it. It’s not prompt-based AI. It’s perception-based AI. For me, it’s the first real step toward strategic creativity at scale. Imagine brand guidelines that update themselves as your company evolves. Imagine campaign drafts aligned to your exact tone, no onboarding needed. That’s where Pomelli points us. This is not automation. Its alignment. #AI #DeepMind #Pomelli #GoogleLabs #CreativeStrategy #MarketingLeadership #Innovation

🙀 Oh no! Another marketer’s (my) take on AI. I promise if you read on, you won’t see any (more) mentions of “AI slop"...because it just sounds gross. My take isn't deeply technical or a debate about AI displacing humans. It's both practical and essential. With every brand now competing for attention with AI, discipline in messaging is no longer a nice‑to‑have. It is the difference between relevance and noise. If and when you're bringing AI to the forefront of your go-to-market, here are a few guiding principles: ✨ Consistency builds trust, clarity turns that into your advantage. When your messaging stays true to your brand values, you create a reliable signal in a crowded market. Customers know what you stand for, and that clarity sets you apart. ✨ Authenticity drives connection. The "age of AI" has made it easier than ever to generate content at scale. But scale without discipline risks diluting your voice. AI can amplify your reach, but it's your brand values and your understanding of your buyer that ensure your story resonates. ✨ Discipline protects differentiation. Every campaign, every piece of copy, every executive narrative should ladder back to the core of who you are. Inconsistent messaging erodes credibility. Disciplined storytelling reinforces it. The takeaway: AI can accelerate execution, but brand and messaging discipline is non-negotiable. The winners of this era will harness AI to sharpen their values and boldly articulate their point of view. #ProductMarketing #BrandStrategy #MessagingDiscipline #AIInnovation #MarketingLeadership #Storytelling #GoToMarket #Authenticity #B2BMarketing

AI isn’t replacing marketers, but it is changing how good marketing gets done. The truth is that AI is only as powerful as the human behind it. If you use it without a strategy, you’ll sound like everyone else. If you use it intentionally, it can completely elevate your brand’s performance. Here are 4 key things every business should know about AI and marketing: 1️⃣ AI is a tool, not a strategy. It can help you brainstorm, automate, or analyze data, but it can’t replace emotional intelligence, brand voice, or storytelling. That’s where humans win. 2️⃣ AI learns from averages, not originality. What it generates is based on patterns from what’s already out there. So if you want to stand out, your human creativity has to lead the way. 3️⃣ AI speeds up the process, but not the purpose. Efficiency is great, but marketing still needs direction, empathy, and clarity. Use AI to enhance productivity, not to skip the thinking. 4️⃣ AI without human editing kills connection. Your audience can feel when something lacks authenticity. Use AI to draft ideas, but always infuse your tone, your insights, and your brand’s humanity before you hit publish. Let this be your reminder that your audience doesn’t want perfection; they want connection and your authentic self/brand. #AImarketing #marketingAI #socialmediamarketing #digitalmarketing #marketingagency #digitalmarketingagency #socialmediamarketingagency #socialmediamarketingtips #AItips #artificialintelligence

AI is one of the most powerful tools in our marketing toolkit, but like any tool, its impact depends on the hands that guide it. The truth is, AI can speed up processes, but it can’t replace perspective. It doesn’t understand cultural nuance, human emotion, or the psychology behind why people connect with brands. That’s where strategy comes in. At Psyched Branding, we use AI to enhance creativity, not replace it. We are freeing our team to focus on what AI can’t replicate: authenticity, storytelling, and emotional intelligence.

Most AI branding is fake as hell. You feel it. Your audience feels it. The “ick” is real. Brands keep pumping out AI-generated ads—think Coca-Cola, J.Crew, Mango—hoping nobody notices the soulless, uncanny valley vibes. But people notice. And they drag you for it. Gen Z? They’ll roast your brand for using AI models instead of real humans. Reddit’s full of threads calling out “AI slop” and fake diversity. X.com? They meme your brand into oblivion. Here’s the brutal truth: AI can crank out content fast, but if you don’t own it, you’re toast. Authenticity is the new flex. Transparency is the new trust. Most prompts suck. They churn out generic, bland, “safe” content. Here’s how to flip the script and make AI your *brand differentiator*—not your downfall: Copy-paste this prompt into your AI tool: “Generate a brand story that admits where AI was used, highlights the human touch behind the scenes, and invites the audience to spot the AI vs. real elements. Make it playful, self-aware, and bold—like you’re in on the joke, not the punchline.” Run it. Post it. Watch your engagement spike. ✅ Turns controversy into conversation ⚡ Makes your brand feel real, not robotic 🔥 Builds FOMO—everyone wants to play “spot the AI” Stop hiding your AI. Start owning it. The backlash is the opportunity. Ready to turn haters into hype? Drop a 🔥 if you’re stealing this. #AIbranding #BrandingTruth #ViralMarketing