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Why text-to-image AI requires a new branding mindset / Andrés Gvirtz, Oguz A. Acar.
- Format:
- Book
- Author/Creator:
- Gvirtz, Andrés, author.
- Acar, Oguz A., author.
- Language:
- English
- Subjects (All):
- Branding (Marketing).
- Artificial intelligence.
- Physical Description:
- 1 online resource (6 pages)
- Edition:
- [First edition].
- Place of Publication:
- [Cambridge, Massachusetts] : MIT Sloan Management Review, 2023.
- Summary:
- Text-to-image generative AI tools let any consumer become a designer. In this new landscape, consumers and brands like Heinz and Coca-Cola are cocreating campaigns. Brand managers must shift from guarding brand identity to enabling customer participation — which entails seizing opportunities and navigating risks. The authors offer advice on creativity, control, and how to experiment safely.
- Notes:
- OCLC-licensed vendor bibliographic record.
- "Reprint #65220."
- OCLC:
- 1409809355
- Publisher Number:
- 53863MIT65220
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