• by Steve Olenski , April 16, 2019

From retail storefronts and ecommerce sites to customer contact centers and small businesses, artificial intelligence is enhancing the customer experience. This includes the use of chatbots to interact with customers, answering questions around the clock and handling tech-support questions.  

Then, there is AI-enabled customer relations software, which gathers insights on direct personalization efforts. Leveraging AI also means more powerful omnichannel experiences and intelligent predictions about customer journeys. Overall, the benefits of response speed, personalization, and unique insights are helping AI become an integral tool within more marketing teams.

An AI-Powered Rebrand
ADP, a human capital management solutions provider, is a prime example of how AI is being used to improve the customer experience. AI was used to create a version of the company’s new logo, a television ad, and a video used in OOH.

Recently, the company launched its first 360-degree brand campaign, “What Are You #WorkingFor?,” which debuted at this year’s SXSW conference. The integrated campaign’s primary message is that work is about more than what you do; it’s about achieving something greater for one’s self and others.

To find out more about AI was used to rebrand the company, I spoke to Lorraine Barber-Miller, CMO of ADP.

Tapping AI
ADP decided to use the power of AI for its rebrand for a number of reasons. “Technology and innovation is at the core of everything we do at ADP, so we approached our brand visual identity system as a modern piece of software: scalable, extensible and dynamic,” explains Barber-Miller.

“Additionally, we wanted to ensure our rebrand was unique within the category and we were able to achieve this through the use of AI.”

As part of the rebrand launch, AI was used specifically to create branded image styles that give ADP a distinct presence. The “data at work” visualizations throughout the campaign creative showcase how ADP technology is integrating within the ways the brand works.

The company is still exploring other ways that AI can impact brand elements like system design and brand governance.

More Than Technology
Still, the human element in ADP’s marketing has remained. In this case, Barber-Miller and her team decided to include client employees’ stories in the campaign. She explained the intent was to ignite a new conversation about the changing world of work and what drives people.

“We realize it is also our responsibility to ask the same question of our people, our clients and workers around the world to provoke a new conversation about work,” notes Barber-Miller.

“Including our clients’ employees was a strategic element to further bring the campaign to life through the lens of what workers are actually working for. Their stories are authentic to who they are and the companies they work for. It was important for us to capture this element.”

Lessons Learned
As prime movers in using AI for rebranding, the ADP marketing team has learned some key lessons that can be helpful to other brands.

Barber-Miller adds, “For other brands considering a similar change, my advice is to seek insight from your employees. They are a huge asset and, oftentimes, an untapped resource.”

Also,  she notes, “We’re excited about the possibilities and potential that AI holds for branding and how it can be used to create intelligent systems that dynamically adjust to a variety of inputs over time.”

The bigger lesson here is that technology like AI can generate more data and insights than previous methodologies. However, all the technology in the world cannot replace the power of human insight and connection that can create successful marketing campaigns. Striking that balance between science and art continues to be integral to marketing and branding.