Why AI could make or break your brand: Lessons from social media’s rise, fall, get back up again…
In the early noughties, I worked at a large corporate communications agency in London. The industry was locked in debate about the future of media. Digital platforms had started challenging the dominance of traditional print and corporate reporting, but the full extent of the disruption was still anyone’s guess. In 2006, I was an early adopter of social media—joining Twitter when it was still a fledgling platform with just a million or so users. Even then, it was clear that corporate comms was about to undergo a fundamental shift.
Fast forward to today, and the landscape has evolved in ways even the most forward-thinking couldn’t have predicted. My relationship with digital platforms has changed drastically. I’ve withdrawn from Facebook and Twitter, disillusioned by their ethical shortcomings, and I use WhatsApp only when clients insist. The early enthusiasm has given way to a more measured scepticism—a perspective shaped not just by professional experience but by my roles as a husband, father, and business owner.
And now, here we are, standing at the edge of yet another seismic transformation. Artificial Intelligence is reshaping how brands connect with their audiences—from content creation to customer interaction. The challenge isn’t whether we’re prepared to use it but whether we’ve thought deeply about the long-term consequences. Are we just repeating old mistakes—seeing AI as the next marketing tool to exploit without considering the deeper impact on credibility, trust, and brand distinctiveness?
The rise of social media
In the early 2000s, comms felt like a well-rehearsed symphony—annual reports, press releases, and carefully managed media engagement. It was all about controlled messaging and steady reputation-building. Digital platforms arrived like a crash of cymbals, and initially, many brands replicated print-based communication online rather than rethinking how to engage their stakeholders genuinely.
Social media changed that dynamic overnight. Suddenly, brands were expected to hold real-time conversations with audiences they’d never directly addressed. Reputations that once took years to build could now be influenced—sometimes irreparably—within hours.
Too many organisations approached social media through a narrow marketing lens, chasing metrics like follower growth and viral campaigns without considering the deeper implications for credibility and long-term brand equity. This led to inconsistent messaging, a disconnect from corporate values, and, in too many cases, reputational damage that was hard to repair.
As social media matured, the landscape became even more complex. Misinformation, privacy concerns, and the erosion of corporate accountability turned many digital channels into minefields. Brands that once prided themselves on thoughtful, long-term storytelling suddenly found themselves battling to maintain control over their narratives.
Now AI is poised to trigger an even greater shift. Its influence goes far beyond automation and efficiency; it challenges fundamental questions of authenticity and differentiation. If every brand leverages the same AI tools, how do you ensure your voice remains distinctive?
Marketing’s short-term approach
A fundamental issue lies in how organisations view brand, too often seeing it as a function of marketing rather than a business-wide asset. Marketing, by nature, is tactical—focused on campaigns, quarterly targets, and immediate outcomes. Brand, however, is about reputation, trust, and long-term positioning.
We’ve seen the consequences of this disconnect before. Social media was embraced as a marketing tool to amplify reach without considering how it could erode credibility and consistency. Today, many businesses are rushing to integrate AI in the same way—automating content and personalising messaging without considering the broader impact on brand perception.
When branding is treated as another marketing lever, short-term wins are prioritised over sustainable value creation. If used without strategic oversight, AI risks making brands indistinguishable from one another, diluting unique identities and eroding trust.
Key shifts AI is driving in brand strategy
1. From human-led to AI-augmented storytelling
AI now drafts reports, press releases, and personalised content at scale. But this raises questions about authenticity. Does a thought leadership piece written by an algorithm truly reflect a brand’s values and voice? If every brand uses the same tools, how do you ensure your story stands out?
2. The challenge of brand distinctiveness
AI democratises high-quality content creation, but without a strategic foundation, brands risk sounding identical. Real differentiation must come from purpose, culture, and leadership—elements technology can’t replicate.
3. Corporate reporting and trust in the AI age
Just as digital platforms transformed corporate reporting, AI is set to do the same—reshaping how businesses communicate financial performance and sustainability commitments. However, trust will depend on how transparently AI is used and how data is interpreted.
4. The Chief Brand Officer’s (CBO) role in AI-driven strategy
Branding can’t be led solely by marketing. As I argue in Sustainable Brand Leadership, brand strategy must be elevated to the executive level—integrating marketing, stakeholder engagement, HR, and innovation. With brand as a lens, AI can be adopted responsibly and strategically.
Taking a brand-led approach to AI adoption
Many organisations are falling into the same trap they did with social media—embracing AI for its immediate benefits without fully understanding the long-term risks. To get it right, businesses need to:
Develop governance frameworks that align AI use with core values;
Enhance human storytelling with AI, rather than replacing it;
Maintain brand distinctiveness by using AI to support unique positioning;
Elevate brand leadership to the executive level, ensuring strategic oversight of AI adoption.
Marketing alone cannot protect brand equity
When marketing drives brand strategy, decisions are made based on short-term success metrics—leads, conversions, and campaign performance—rather than building long-term credibility and stakeholder trust. While AI’s potential to optimise and automate marketing functions is undeniable, without strategic brand leadership, it risks homogenising communication and eroding what makes organisations distinctive.
Brand leadership is about making purposeful, ethical decisions that align with long-term goals, not just chasing the next big technological breakthrough. Just as social media transformed corporate communications, AI reshapes how brands build and sustain their reputations. Businesses that approach AI with clear intent, strategic oversight, and leadership-level governance will strengthen their brand and maintain trust. Those focusing only on the immediate gains risk losing their credibility, identity, and long-term value.
The real question isn’t whether to adopt AI—how to integrate it into a brand strategy built to last.
