Brand Survival Guide: Adapting to the AI Era, Tackling Deepfakes, and Upholding Ethics with Karrie Sanderson

FutureCraft Marketing

Episode Summary:

In this episode, hosts Ken Roden and Erin Mills talk AI and brand marketing with guest Karrie Sanderson. They discuss how AI is reshaping marketing and the importance of leveraging AI for customer research and deeper insights. Karrie emphasizes the need for brands to maintain authenticity and build trust with customers in the age of AI. She also shares strategies for safeguarding brand reputation, handling PR and crisis management, and educating customers about AI ethics. The conversation highlights the role of AI in enhancing media outreach, finding the right influencers, and differentiating brands in a crowded market.

00:53 AI in Everyday Life: Ken's Fashion Experiment

04:40 AI's Impact on Brand Marketing

16:58 AI in PR and Brand Protection

24:42 Navigating AI Adoption: Tips and Cautions

25:47 AI's Role in PR and Crisis Management

28:52 AI as a Differentiator in Recruitment

34:18 Practical AI Tips and Tools

41:10 Tech Review: Descript

44:51 Final Thoughts and Takeaways

Key Takeaways:

• AI is reshaping marketing by providing valuable insights and streamlining processes across the entire marketing team.
• Leveraging AI for customer research can provide deeper insights and better brand positioning.
• Balancing AI and human creativity is crucial for maintaining authenticity and building trust with customers.
• Brands should be proactive in preparing for deepfakes and establishing crisis communication plans.
• Organizations should have AI ethics committees to ensure responsible and ethical AI usage.
• AI can optimize media outreach, monitor trends, and enhance PR efforts, but human judgment is still essential in PR and crisis management.

About our Guest:

Karrie Sanderson is a visionary marketing leader known for driving growth and innovation across industries, including SaaS, healthcare, consumer products, and more. With a background in engineering, Karrie leverages her data-driven approach to provide effective strategies for brand and market development. She is the founder of KES Consulting and has held leadership positions at companies such as Coca-Cola, Starbucks, Typeform, and Smartsheet.

Notable Quotes:

• "Understanding that brand is about reputation and credibility is key when discussing AI and brand." - Karrie Sanderson
• "AI tools allow you to inject your brand voice and key messages, making it easier to stay on brand." - Karrie Sanderson
• "Humans are emotional decision-makers, so injecting emotion into your brand messaging is crucial for authenticity." - Karrie Sanderson
• "Using AI for proactive PR efforts can help identify emerging trends and topics to pitch and avoid oversaturation." - Karrie Sanderson
• "Educating employees about AI and encouraging them to report any suspicious content can help protect your brand." - Karrie Sanderson

Resources:

• KES Consulting
• Marketing AI Institute

Thank you for listening to the Future Craft Marketing Podcast. Please subscribe and give us a review if you enjoyed today’s content.

Disclaimer: This podcast is for informational and entertainment purposes only and should not be considered advice. The views and opinions expressed in this podcast are our own and do not represent those of any company or business we currently work for/with or have worked for/with in the past.

Music: Far Away - MK2