In the Age of AI, Who Shapes Your Brand?
Session Overview
AI is rapidly changing the way people discover, understand and experience brands. Search engines are becoming answer engines, generative AI increasingly explains and recommends brands, and AI-generated content is reshaping the way brand identity appears across customer touchpoints.
As these systems take on a larger role in shaping perception, an important question emerges: who is actually shaping your brand — your organization, your customers, or the AI systems interpreting it for them?
This session brings together two experts who have worked at the intersection of AI, product design, language and consumer experience to explore how brands are interpreted by AI — and what companies can do to retain their distinctive voice, perspective and identity.
The discussion also looks beyond AI as simply a tool. It examines the standards, decision-making frameworks and organizational thinking marketing leaders need as AI becomes part of the way brands are searched, explained, recommended and experienced.
Key Topics
- How AI search and generative systems interpret, remember and present your brand
- How brands can use AI without losing their distinctive voice, perspective and identity
- What marketing leaders need to prepare across brand strategy, teams and operating processes
AI is increasingly becoming the layer through which
customers discover and understand brands.
The challenge is no longer simply how to use AI,
but how to make sure the brand that AI interprets
is still recognizably yours.
Speakers
She has spent nearly a decade at Google, including six years focused specifically on model design.
Her work has spanned Google Assistant, LaMDA, Bard, Gemini, Google DeepMind and Google Search AI.
A major focus of her work is translating nuanced human judgment about how AI should respond into systems that teams can train, evaluate and improve at scale.
Before moving deeply into AI, Arpita studied film at CalArts and worked in film and television, including writing projects distributed through PBS and work connected with Issa Rae.
Over the past 11 years, he has worked across Google, DeepMind, Netflix and Meta, building both consumer and enterprise products across some of the world's largest content platforms.
He is currently Founder and Principal Partner of boutique product and design consultancy BBN Partners.
BBN Partners helps brands make the most of AI without losing what makes them distinctive, building the roadmaps, teams and cultures required to create products and experiences that only that brand could make.
Ben holds an honours degree in Cognitive Linguistics from the University of Melbourne and is based in Melbourne, Australia.