How Brands Can Use Generative AI 
to Revolutionise their Value

By solely focusing on efficiency as a guiding principle for AI strategy, brands limit themselves from participating in an unprecedented revolution. To get closer to customers, brands must adopt a "Beyond Efficiency Mindset."

Develop a Beyond Efficiency Mindset

AI is changing what consumers need and desire by the minute. The Beyond Efficiency Framework delivers on four lasting values at the heart of the relationships between people and brands: Agency, Recognition, Impact, and Intimacy.

Individual

Action

Feelings

Relational

The AI Beyond Efficiency Framework

This framework will help marketing and communication executives guide their AI journey and find creative and effective ways to integrate these values into their AI strategy thus elevating them to a Beyond Efficiency Mindset.  


Hover over each value to learn more.

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