Words Pavan Kaushik
Pavan Kaushik -Soon the AI based Brand Ambassador for strengthening sustainability would become a reality. Going beyond the glamour, this subject of sustainability needs more focus on the objective rather than recall value. The subject sustainability needs perhaps a well-informed Brand Ambassador – who not necessarily be a known face of any Bollywood star or sports-person or opinion maker. This is where AI based Brand Ambassador might play a pivotal role towards disseminating right and authentic information.
1. Challenges in Choosing Human Brand Ambassadors
Bringing a credible Brand Ambassador on board with a relevant public image is never an easy assignment. Either the ideologies differ or the motive differs. The majority of the motives are commercial based – “How much would you pay me to speak these lines” – has been dominating deals. The more popular an actor or sports person or any other opinion maker one takes, for the subject matter, the higher are the commercials.
2. Commercial Nature of Endorsements
You would agree that endorsements by Brand Ambassadors are for awareness or recall value, and not necessarily such endorsements convert into sales, as most of us know these are commercial deals.
3. Questioning Endorsement Logic
How come a popular sports person endorsing toothpaste helps score a century? How come a film actor attributes its beauty to cosmetics or soap or shampoo? A Brand Ambassador known for driving expensive cars only, when endorses a scooty for its value – it goes beyond understanding.
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We see any of such endorsements, and also buy for a few times – but ultimately, we look for value of money.
4. AI as a Sustainable Brand Ambassador
If such are the cases, then why not have an AI empowered Brand Ambassador who knows the subject matter and can speak in-depth on the subject – referring here as sustainability. At least by doing this, the audience would focus more on the message and less on the face or personality. By doing so, perhaps, the audience would take the message more seriously. By doing so, perhaps, the companies would be able to pass on the margins to the consumers – since it would certainly cost less.
5. Advantages of AI-Based Brand Ambassadors
AI would dominate this arena much faster than expected.
Artificial Intelligence (AI) empowered Brand Ambassadors would have many advantages. The foremost being the knowledge of the subject and also convincing methods and statements. It would understand the mind-set of viewers and would speak in their language to make them understand the subject matter.
6. Personalized Messaging through AI
Perhaps, Artificial Intelligence (AI) would also enable viewers to understand the importance of sustainability in different regional and international languages. The messaging would be different and so would be the selection of authentic relevant words & statements.
7. Focusing on Content over Appearance
Artificial Intelligence (AI) empowered Brand Ambassador would speak only as much required & relevant, and would not emphasis on physical appearance or cosmetic behaviour or even vibrant personality. It would be more of a flow of the right information to the right audience.
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8. Visual Representation through AI
Imagine, when AI tells you graphically how much land is fertile in a 3-D format to make you understand the way you would like to understand. Imagine, when AI would present the micro details of the need to protect and practice sustainability, also as part of daily routine house-hold exercise. It would be easy to understand the necessity of sustainability rather than the compulsion of having a renowned personality to promote the issue.
9. Real-World Experience with Sustainability Seminars
I remember once going to a sustainability seminar where most of the people sitting in the audience belonged to the field of sustainability. But trust me, most of them were listening to what has been said and emphasised several times earlier. Almost all the seminars focus on similar points. Most of the sitting audience are either sent by force by the company or otherwise to skip the routine office-work and to have another profile in their resume.
10. Defining the Purpose of Sustainability Events
I do not say the purpose is defeated; I only say the objective is defeated when such seminars and debates happen. The purpose for organizing such workshops, seminars and meetings is to spread awareness – correct. But the objective is that it actually spreads the message in its totality – people should genuinely accept and focus on sustainability. More than words, action is required.
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We are living on this planet as if we have another one to go !
Sustainability doesn’t need a celebrity; all it needs is credibility from credible sources in meaningful words. The more we emphasise on the celebrity, the chances are, the more it would skip its actual purpose and outcome.
Do we have a choice – frankly, NO.
About the Author
Pavan Kaushik, Author & Storyteller, Co-Founder and Director at Gurukshetra Consultancy Pvt. Ltd.
(India CSR)
