The resonance revolution is all about how AI will transform how brands move and feel – creating opportunities to resonate in newfound ways. So, with this in mind, how does that actually take shape. Here are five key takeaways, supported by the questions and challenges we hear from businesses.
1. Living brand consistency
When brand, marketing and sales work in harmony, that is when your business can sing. Soon, AI-powered brand management tools will be able to reach across your organization, creating dynamic consistency not rigid guidelines. This will enable brands to adapt to new formats, moments, and audiences with consistency and flexibility, in real-time.
🔎 If AI were to become your brand's guardian tomorrow, how confident would you be in how clear and defined your brand is?
💡 Imagine if you could deploy an AI-powered brand intelligence system that scans all global marketing and sales materials in real-time, flagging inconsistencies in tone, messaging, or visual identity. From sales teams in Spain to marketers in Singapore.
2. Relocalize to reconnect
Balancing local-global has always been a challenge – it can lead to a lack of authenticity and blanket interactions. AI can bridge the divide between global reach and local resonance, providing depth of insight and understanding not previously possible. Brands can now understand cultural nuance, tailoring interactions for specific markets without sacrificing scale. Not just translating for different markets but transforming.
🔎 How would your brand expression change if you could simultaneously operate as both a local and global brand in real time?
💡 Imagine if an AI-driven localization engine could dynamically adjust consulting reports, marketing materials, and event messaging based on market preferences and contexts. All while dialling up and down different elements of your brand to suit.
When brand, marketing and sales work in harmony, that is when your business can sing.
3. Intimate at scale
The emails that annoy you. The sales documents that speak to everyone. No more. Mass communication is being replaced by mass personalization. AI will enable brands to craft millions of hyper-relevant interactions that feel bespoke. Creating experiences that bring concierge-like intimacy, built on deep understanding, into the everyday.
🔎 What does intimacy at scale spell for brand trust and risk? Where will the line be drawn between personalization and surveillance?
💡 Imagine if AI client intelligence systems can help you move from account-based marketing to account-based experience. Powered by hyper-personal content, outreach and even pricing. Helping you proactively understand and anticipate to changing client needs.
4. Agentic appeal
We’re not just branding for humans anymore. Agentic AI represents the next wave of change, acting as companions, taking action on our behalf. With that in mind, brands must now craft interactions that resonate algorithmically for AI agents, while remaining emotionally compelling and desirable for humans. A fine balance to tread.
🔎 How would you need to restructure your brand's value proposition if you had to convince an AI agent in milliseconds?
💡 Imagine AI procurement agents actioning decisions based on supplier/provider information. How do you optimize service descriptions, pricing models, and testimonials specifically for AI agents?
AI will enable brands to craft millions of hyper-relevant interactions that feel bespoke.
5. Amplifying humanness
The brands that will stand out in the AI age are those that lean harder into what makes them human. AI is your amplifier, not your replacement. It scales creativity, emotion, and authenticity. To make the most of this, brands will need to know when to lean into the distinctly human moments and when AI can simply do the talking.
🔎 How will you identify the 'human premium' moments in your client journey?
💡 Imagine a sales team armed with a real-time empathy assistant. It can advise when to lean into narrative, when to back off on detail, and when to pause for silence, all trained on successful deal patterns.
This is the second chapter of our three-part series. This chapter covers the five opportunity areas the Resonance Revolution creates. This will be followed by a final chapter with three key takeaways and think big about how AI will create new brand-related products and services.
