Navigating the AI Revolution in Brand Consulting

In a recent discussion, Sam Altman suggested a future where AI could automate 95% of tasks traditionally performed by marketers, agencies, and creatives offering instant, nearly perfect outputs at negligible costs.

It’s a bold statement, and I think it forces us to contemplate the coming changes—particularly how they relate to the strategic versus operational roles within the industry.

At Good, we've been mulling over the implications of AI for our field. As a strategic brand consultancy with two decades of experience, we've seen trends come and go, but the potential AI disruption feels fundamentally different. It forces us to ask what becomes of human-driven brand strategy in a landscape that will become dominated by AI? In doing so, the first consideration is distinguishing between the types of work that define our industry: Tier 1 (‘think for me’), which involves strategic thinking and human insight, and Tier 2 (‘do for me’), which encompasses operational and execution tasks.

The Invaluable 5%

Our discussions gravitate towards the untouched 5% — the domain AI cannot easily replicate. This isn't about resisting change but recognizing the irreplaceable value of human intuition, empathy, and strategic foresight in branding. Our work at Good has always hinged on understanding the nuanced fabric of businesses, their brands, and the value they create. It’s a process deeply rooted in human interaction and insight.

Tier 1: The Human Touch in Strategy

Brand strategy is more than a service; it's an art form that balances commercial objectives with the unique identity and aspirations of a brand. At its core, it involves diving deep into an organization's culture, engaging in candid discussions, and synthesizing these insights into a coherent strategy that guides long-term growth. It's about making judgment calls that AI, for all its computational prowess, cannot mimic — the nuanced decisions about brand architecture, equity, and differentiation that define market leadership.

Tier 2: AI's Expanding Role

Conversely, there's a vast territory of tasks — what we categorize as Tier 2 — where AI's efficiency and scalability can shine. From generating marketing materials to optimizing digital campaigns, AI tools like Sora demonstrate a capacity to automate with a speed and cost-effectiveness previously unimaginable. Acknowledging this doesn't diminish our value but encourages us to redefine it, focusing our human creativity where it matters most.


Good's Forward-Thinking Approach

So, how do we plan to navigate this shifting landscape? Our strategy is twofold:

  1. Deepening our strategic consultancy role: We are doubling down on the complexity and creativity of Tier 1 work. This strategic, people-driven process remains firmly in the realm of human expertise. It's here that our ability to interpret, envision, and connect on a human level ensures that brands not only stand out but resonate deeply with their audiences.
  2. Leveraging AI for Tier 2 efficiency: Simultaneously, we're embracing AI's potential to transform the operational side of branding. By experimenting with and training AI models to handle the 'do for me' tasks within predefined parameters, we want to deliver more value to our clients, ensuring that our strategic visions are executed with efficiency and precision.


Conclusion: Bringing it together.

The intersection of AI and brand consulting isn't a battleground but a fertile ground for innovation. By recognising and capitalising on the unique strengths of both human and artificial intelligence, we can offer our clients strategic insight paired with operational excellence.

The future of brand consulting may be AI-augmented, but it remains undeniably human at its core. At Good, we're not just prepared for this future; we want to shape it, ensuring that brands thrive in this ever-evolving landscape.