Study Warns of AI Brand Drift Crisis
A recent study, 'Know When To Stop: A Study of Semantic Drift in Text Generation', published in 2023, has highlighted a growing concern for businesses: AI brand drift. This phenomenon occurs when AI systems, fed on vast amounts of data including official brand voice, customer complaints, and even leaked memos, generate responses that gradually stray from a brand's intended message.
Large language models aggregate every available signal about a brand, synthesizing responses that consumers may accept as fact. However, this process can lead to a drift boss crisis, where AI constructs narratives without proper input or oversight. Companies must now manage four interconnected layers to prevent this: official brand voice, customer feedback, internal communications, and AI-generated content.
AI systems shape how consumers discover and understand brands. They can potentially drift from the intended brand message, leading to misrepresentations that can reshape how a company is described for years to come. Even well-trained AI can quickly undermine brand clarity, consistency, and trust if not closely managed. Phantom features proposed by AI can cause support tickets and be considered part of the product roadmap, further complicating the issue. Brand messaging competes with unfiltered customer sentiment and information not meant for public consumption, making management even more challenging.
AI brand drift can be devastating, as AI-generated narratives can reach global audiences through various channels. Companies must be proactive in managing their AI systems to prevent this drift and maintain a consistent, trustworthy brand image. The study serves as a stark reminder of the importance of brand stewardship in the age of AI.
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