AI Beyond Efficiency
How Brands Can Use Generative Al to Revolutionize Their Value
By solely focusing on efficiency as a guiding principle for Al strategy, brands limit themselves from participating in an unprecedented revolution. To get closer to customers, brands must adopt a “Beyond Efficiency Mindset.”
Develop a Beyond Efficiency Mindset
AI is changing what consumers need and desire by the minute. The Beyond Efficiency Framework delivers on four lasting values at the heart of the relationships between people and brands: Agency, Recognition, Impact, and Intimacy.
The AI Beyond Efficiency Framework
This framework will help marketing and communications executives guide their AI journey and find creative and effective ways to integrate these values into their AI strategy thus elevating them to a Beyond Efficiency Mindset.
Agency
Empowers individual to take control and make informed decisions
Recognition
Ensures customers feel seen and valued
Impact
Allows brands to support customers in making a positive difference in the world
Intimacy
Strengthens emotional resonance by using AI to create more personal, human interactions