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Why text-to-image AI requires a new branding mindset Cover Image E-book E-book

Why text-to-image AI requires a new branding mindset

Gvirtz, Andrés (author.). Acar, Oguz A., (author.).

Summary: Text-to-image generative AI tools let any consumer become a designer. In this new landscape, consumers and brands like Heinz and Coca-Cola are cocreating campaigns. Brand managers must shift from guarding brand identity to enabling customer participation — which entails seizing opportunities and navigating risks. The authors offer advice on creativity, control, and how to experiment safely.

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  • Physical Description: 1 online resource (6 pages)
    remote
  • Edition: [First edition].
  • Publisher: [Cambridge, Massachusetts] : MIT Sloan Management Review, 2023.

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"Reprint #65220."
Bibliography, etc. Note: Includes bibliographical references.

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Subject: Branding (Marketing)
Artificial intelligence

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