8 Tech, Software & Marketing


22ND JANUARY 2026


THE BUSINESS GUIDE AN ADVERTISEMENT FEATURE DISTRIBUTED WITH Branding in the age of AI


AI can be a powerful companion, but over-reliance can damage brand reputation. Leading marketers explain how to combine AI’s effi ciency with human creativity. Words: Anna Paul


Building a strong brand identity is essential. It’s how you communicate your business to the world, diff erentiate yourself from competitors, build trust and loyalty, and generate leads. AI tools, such as ChatGPT, Canva and countless others, can help — but only if they’re used wisely. “Most marketers fi nd AI valuable


for accelerating content production and transforming content into multiple formats,” explains Mark Barry, managing director and SVP of EMEA at HubSpot. “However, they still rely on human oversight to accurately ensure brand voice, authenticity and quality.”


The risk of creative sameness Without human oversight, relying on out-of-the-box AI-generated content poses a risk of “creative convergence”, adds Barry. When companies use the same tools and similar prompts, all pulling from the same bank of data, their content will naturally feel more generic — and forgettable. “Relying heavily on AI risks creating


a sea of sameness,” agrees Carren O’Keefe, chief creative offi cer at Digitas UK. “T e brands that will win in an AI-driven world are the ones


that combine the speed of AI with the taste, intuition and conviction of humans. AI can generate options, but only humans can decide what a brand stands for.”


Can AI alone tell your brand story? AI can be a powerful tool, helping with brainstorming, effi ciency and refi ning ideas, but it can’t authentically tell your unique brand story, nor draw on lived experience. “Brand building has always been about emotion, story and trust. AI can support the craft, but it can’t replace the feeling. Tools don’t create loyalty, people do,” explains Mariam French, brand and marketing director at Leon. Using AI tools without human


intervention risks fl attening your brand identity. At best, it becomes invisible; at worst, you face alienating customers or even sparking controversy. It simply can’t understand cultural nuances. “AI lacks cultural intuition and


contextual awareness, which can lead to tone-deaf messaging that can damage carefully built brand associations,” explains Matt Johnson, professor of psychology


and marketing at Hult International Business School. As people become savvier about


AI, they also recognise when it’s being used, which undermines trust. “Whether for images or copy, when consumers sense AI-generated content, they often associate it with corner-cutting and indiff erence, the precise opposite of the human care that builds lasting brand loyalty. T e irony is that pursuing effi ciency through AI often sacrifi ces the very connection brands are trying to create,” continues Professor Johnson.


How to use AI without losing your brand’s voice T is human connection is vital for smaller businesses, where trust and diff erentiation matter the most. So, what’s the best way to utilise these tools? “Use AI as your research assistant, not your voice,” advises Professor Johnson. “Let it analyse data, identify patterns and handle operational tasks, but reserve the creative expression and strategic direction for humans. T e most eff ective approach is ‘AI for insight, humans for emotional resonance’.” T is advice is echoed by Rhys Merrett, senior vice president,


BRANDS RELY ON HUMAN CREATIVITY/GETTY


“Branding has always been about emotion, story and trust. AI can support the craft, but it


can’t replace the feeling. Tools don’t create loyalty, people do.”


technology at T e PHA Group. “People connect with stories, empathy and authenticity. Always keep your voice human. AI can draft, but you should refi ne,” he explains. He adds that businesses should


also actively train staff : “Teach your people to work with these tools and adopt AI for real business needs.” For example, set clear usage


guidelines and consider which areas


of the business can be supported by AI, and the ones that can’t.


Where AI can add value “AI is brilliant for stress-testing ideas, checking whether language works across markets or spotting if a competitor has already used the concept. T at kind of due diligence used to take days; now it takes minutes,” explains Emily Austen, founder and CEO of PR agency Emerge. “But the brand voice, the character, the emotion — that still needs to be human. People are craving the texture and nuance of actual human experience.” AI is a divisive topic, but the experts


all agreed on one core principle: that it’s not an either/or choice. AI can do a lot of heavy lifting, but only humans can create a brand that’s authentic, compelling and memorable. Maybe the machines can’t replace


us after all.


Visibility. Credibility. Growth.


Reach new buyers with confi dence


Customers will always buy from companies they know and trust. What’s changed is when and how they form those opinions.


Expanding into new sectors or geographies is one of the fastest ways to grow a business – but it comes with challenges. The technical nature of industrial products or services means buyers need education as much as persuasion. B2B customers complete around 60% of their purchasing journey before contacting a supplier. They research solutions, evaluate alternatives and build shortlists with opportunities being won or lost often before sales teams know they exist.


4CM partners both multi-national and UK-based manufacturing, engineering, and logistics businesses to reach, engage, and win over target audiences. Delivering a strategic and deliberate approach to becoming visible, building credibility and fostering relationships pays off . Research shows that companies with advanced marketing and sales capabilities achieve revenue growth 30% greater than the average company within their sector.


Successful marketing starts with a logical strategy. Download our whitepaper “The role of strategic marketing in reaching new markets and unlocking sales” at 4CM.co.uk


Gifting revenue in 2026


Retailers growing ecommerce, and brands launching online for the fi rst time, are seeing product personalisation and bundling as a way to convert more customers this year


By repurposing existing stock


rather than spending on product development, activating gifting tactics can create new revenue streams for retailers, as well as more choice for shoppers. Cleverly packaging multiple products into bundles, or allowing customers to personalise their items, are simple ways of cashing in on gifting year-round. IV Creative is an agency off ering


For more information, visit: 4cm.co.uk. Or contact Jenni Jaques, Managing Director on: 020 8036 1285 or jenni.jaques@4cm.co.uk


retailers and brands end-to-end ecommerce support — web-building, marketing, product creation and fulfi lment operations. Working with household names


such as Funky


Pigeon and alcohol brands such as Wolfi e’s Whisky, alongside gaming


and beauty brands, they use decades of printing and design expertise to support clients with ecommerce set-up, promotion, production and shipping. IV Creative activated gifting to sell out bottles and increase RRPs for brands such as AU Vodka, and launched offi cial merch stores for IPs such as Black Mirror in partnership with Banijay Rights. For retailers and brands


exploring clever ways to increase ecommerce revenue, gifting may be the gift that keeps on giving in 2026.


iv-creative.co.uk Find out more about


IV Creative’s gifting and ecommerce audits by scanning the QR code


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