Is AI changing the way we do brand strategy?

Short answer: yes and no.

Let me explain.
Like every other field, branding is witnessing a quiet revolution driven by AI. New tools are transforming how we work - from research and analysis to creative testing and planning. Yet some key brand strategy ingredients are still the same, for now.

What’s changing, some examples:
- How we process data. The beloved Excel sheet is slowly giving way to an entire ecosystem of AI-driven analytics tools. They help us see patterns, segment markets, and forecast outcomes faster, and - in many cases - better than before.
- How we gather insights. Once upon a time, only large corporations could afford comprehensive consumer research. Now, synthetic data and AI simulations allow us to test creative, model audiences, and forecast brand performance at a fraction of the cost and time. US company Evidenza is currently leading this space.
- How we create and iterate. Generative AI can now support creative development - from naming options to early-stage concept testing - making experimentation faster and more collaborative across disciplines.

What stays the same, some examples:
- The fundamentals. No algorithm has yet replaced the classic trilogy of Diagnosis → Strategy → Execution.
- Human logic and judgement. AI can surface data and even suggest conclusions, but someone still needs to connect the dots - to ask why it matters and what to do next. The quality of answers will always depend on the quality of the questions.
- Empathy and intuition. Understanding human behaviour, culture, and emotion remains the strategist’s irreplaceable edge.

Bottom line: things may well change dramatically in the near future, we just don’t know when. For now, we do what we’ve always done: we use the tools available, we adapt, and we stay curious. Ciao.

P.S. The picture is taken from Evidenza homepage. Love their brand identity!