A manifesto for AI and brand at rbl:
how AI will support our work and how it won’t.
AI is exciting. It offers new possibilities like no technology before.
AI will fundamentally change the business of branding, the act of creativity and the shape of society. But we have seen new and exciting before.
We have run to the metaverse, made our reality virtual, fragmented, personalised and synchronised. But not always for the better, and not always in ways that last.
As we navigate these possibilities and the world they create how do we cut through the new, exciting complexity of it all to realise the potential benefits without losing sight of what matters most?
We specialise in complex challenges for complex brands.
As the AI world accelerates the challenges brands face are rapidly changing.
No matter how complex a brand or how great the challenge at its heart, it will always come down to people. People looking for direction, people who feel left out, people with ambition or people in need.
The more complex the problem, the more human the solution.
For over twenty tears we have been finding the simple human truths that change perceptions, create engagement, build connection and power brands.
In every case one thing holds true. It takes a human to recognise a human truth.
This idea is foundational to rbl, and everything we do.
All our propositions are written by a human.
An experienced specialist, curiously innovative, brilliantly flawed, emotionally open and achingly real human.
But AI will play its part. Our strategists will harness the power of AI to;
- Expand our reach
- Interrogate data
- Record a moment
- Accelerate analysis
- And test a hypothesis.
Even with all these new capabilities, the insight will still come from our team, the craft will come from our experts and the proposition will come from the heart.
Every identity we deliver is first formed by hand, pen, pencil, mouse or stylus.
And guiding that hand will be a passionately expressive, creatively honest, free-thinking, deep-feeling and exceptionally skilled human.
But AI will play its part. Our creatives may use AI to:
- Help bring their vision to life
- Expand the worlds they create
- Apply their work effectively across channels.
- Create new tools that empower our clients to use their brand like never before
- Ensure that a brand can flex and respond to what’s happening now, and next.
Through it all, every advance and every execution, the idea will be born in a creative brain, the expression will be through raw talent and the application will build on years of perfected craft.
Every piece of content will be originated by a copywriter.
An experienced professional will look for, find and craft the message that bridges the gap between what you want to say and what your audience needs to hear.
But AI will play its part. Our copywriters will push their work and use AI to:
- Increase precision so your brand will never drop a comma again.
- Tailor and target, translating what your brand says to reach wider and deeper
- Transform copy into frameworks that fuel your future content
- Ensure that brand shines through every word
- Empower content to reach further and faster across channels, formats and funnels.
