Utilizing Ai In Brand Storytelling

By Emma Guagnini

Brand storytelling has become more than just a marketing tactic – it is how brands come to life! Instead of sharing boring facts, brands now use the power of storytelling to connect with their audiences, shape the brand’s identity, and build emotional connections. Brands are able to convey their messaging through capitalizing on telling a story to bring identity to their brand and show people the human side of their business. Furthermore, incorporating storytelling into your marketing strategy can allow your brand to stand out in a competitive market, connect with consumers, build trust and brand awareness.

At the beginning of April, I had the incredible opportunity to travel to New Orleans for the American Marketing Association’s International Collegiate Conference. One of the best moments on this trip was attending a workshop called “The Future of Brand Storytelling” hosted by Miri Rodriguez.

Miri is a storyteller for Microsoft where she has learned the best ways to tell express their brand image. She shared how brands can use the power of storytelling and how to utilize artificial intelligence to create content that is personal, emotionally connected, and driven by inclusion and empathy. This workshop was the first time I had learned about brand storytelling, and it changed the way I think about marketing. It was interesting to learn how brands can be humanized and connect with people on a deeper level.

Miri’s presentation on brand storytelling started with sharing that a story is a product, and you want to design the story for your customers through key elements: the story arc, the story mission, and then the universal truth. Looking at how to use AI to assist in sharing these stories, you want to be sure you are creating a thoughtful and strategic prompt. This ensures that you are getting the right output from AI.

You first want to set a goal for the AI response: What response do you want? Why do you need it? Who’s involved? What context should AI consider? And how should the information be delivered? Miri went into the reverse engineering content through the series of five prompts for AI.

First, you would paste a summary of something and ask AI to rewrite that content and create a narrative to help the audience understand the goal of the story. From there, you would ask AI to help with defining the story, and what it is about. Next, you would ask how to tell the story to a specific audience and what you should say to connect with them. Then you would tap into the emotion you would want the audience to feel, you would ask a question about how to get a certain emotion from a specificaudience. The final prompt would be getting those last-minute details such as asking AI about the target audience, story structure, and any additional elements that could improve this story. AI is a tool that can help you humanize the message to make a meaningful impact on your brand through storytelling.

Attending this workshop was an eye-opening experience that deepened my understanding of band storytelling. I was able to learn what it is, and why it is important. I also gained valuable insights into how artificial intelligence can be used as a powerful tool in sculpting brand messaging and bringing it to life