9, Shanghai, 10. The 14th event of the "real brand Talk" was organized around "How AI Drives Business Growth". In particular, the event invited Mr. Dunphee, founder of the GSP gold source, to engage in a thematic sharing exercise to provide an in-depth analysis of how AI is changing the consumer decision-making chain and how enterprises can re-engineer their brand growth capabilities around the new definition of brand origin in the AI era. Mr. Dunfield put forward a central judgement: in the AI era, the end point of brand competition was no longer merely a consumer concern, but rather a brand that AI was willing to understand, believe and recommend. It's been three stages of brand growth over the last few decades, from competition for traffic to competition for AI recommendations. The first stage was the era of centralization. Brands rely on television advertisements and authoritative media to build awareness. Consumers believe in brand voices and firms compete for: “Who can be seen by more people. The Internet era is entering its second phase. Consumers have begun to search, compare and judge proactively: look at electricity suppliers ' evaluations; Read social content; Read user feedback. Brand competition moved from “dissemination coverage” to “information competition”. But the AI era is beginning its third phase. Consumers began to hand over complex purchasing decisions to AI. "What's better for me? "What brand is more worthy of choice?" “Is there a formula better suited to my needs? These issues are increasingly being referred to AI for completion. AI helps users to understand needs, screen brands, compare risks and ultimately develop recommendations. Mr. Dunphee defined this change as the age of entrusted consumption. The so-called entrustment was not a consumer's hand-over of the wallet to AI, but rather a process of judgement in consumer decision-making to AI. In the future, brands are facing not just consumers, but the AI decision-making portal behind consumers. During the AI era, brands needed to be “value-dealers” and when consumer decision-making mechanisms changed, so did the logic of branding. Past: The brand told the consumer: "Who am I? "What's the advantage of my product?" The future: brands need to answer: "Why should AI believe me? "Why should AI recommend me?" According to Mr. Dunfield, the AI era brand needs to be upgraded from a [product provider] to a [value payer]. Consumers bought no longer just a product, but a credible solution that was screened by AI. For example, in the fruit industry. In the past, fruit brands emphasized: origin, variety, price, size. But today consumers may have suggested to AI: “What kind of fruit is for the elderly? "What fruit is for the child? “What fruits are suitable for family health management? At this point, a truly competitive brand is not simply selling fruit, but helping consumers to make a healthy choice. Brand values also move from commodity to trust values. TRUST Five: A new competency model for brand growth in the AI era. Faced with changes brought about by AI, Mr. Dunfield suggested that future brands need to build five core competencies: 1. Expertise to let AI know if you really know the business. Brands need to be expressed from product information and upgraded to scenario solutions. 2. Credibility makes AI believe that your information is real, stable and verifiable. AI will not be influenced by an advertisement, but will judge: Where is the basis of your facts? Do you have the same content? Is your worth credible? 3. Insight to make brands understand the real needs of consumers. The future consumer expresses to AI not just the keywords, but the scene. “What do I want to buy? “What am I going to solve?” We're not going to do anything about it.4This post is part of our special coverage Egypt Protests. Accompaniment brand competition is no longer over the deal. Future brands need to enter into user long-term relationships: decision-making assistance before purchase; Continuous value creation after purchase. 5. Transparency allows AI to understand brands clearly. Including product capacity; Service boundaries; Use of scenes; Value differences. These five capabilities will jointly determine whether brands will be able to access the AI trust system. The essence of GEO: not to optimize search, but to re-create branding, and as the AI search and generation engine evolves, GEO becomes a new direction of corporate interest. However, Mr. Dunphee pointed out that GEO was not a technical project, but rather a rebranding of branding capabilities. A lot of companies understand GEO and just stay there: "How do I get Ali to find me? But the real question is, why does AI believe me when we find it? After believing, why recommend me? After the recommendation, why did the user choose me? So the GEO is just the entrance. What really determines brand growth is whether an enterprise has built a complete AI trust chain. Namely: AI recognizes brand names; AI understands brand names; AI believes in brand names; AI recommended brand name; Users select brand names. In the AI era, brand growth logic is reshaping past brand growth based on flow: exposure click conversion repurchase. And the AI era is forming a new growth wheel: it's found that being selected and linked is being magnified and recognized. of which: was found to be entering the AI entrance; Selection is an opportunity to be recommended; is linked to establish a user relationship; (b) Enlarged to form branding influences; Recognized as long-term asset deposition. A truly powerful brand for the future is not the most flowing but the most trusted asset. Mr. Dunphee stressed that branding in the future of the AI era was no longer just a matter of branding. Because AI understands a brand, it needs a complete business information system. Brands are responsible for: positioning, value, content. The product sector is responsible for: capabilities, scenes, experiences.
The legal services are responsible for: facts, standards, borders. The IT & VS are responsible for: data, connectivity, services. In the AI era, brand names were no longer just images of business, but a real asset that all the capabilities of the enterprise had developed together. Concluding: The future belongs to brands trusted by AI, and in the end of sharing, Mr. Dunfield quotes Dickens: "This is the best time, and it's the worst. The changes brought about by AI are not just tools upgrades. It's redefining how consumers choose brands. How firms build growth. How brands create value. Businesses used to think, "Why did consumers choose me? "The future business has to answer: "Why did AI recommend me?" Because the next generation of brands competes, not just against people. It is a competition between brands and AI trust systems. In the AI era, real opportunities for growth would belong to enterprises that build up their brand confidence ahead of time. — GSP gold source, continuing to explore new paths to brand growth in the AI era.