The Clash of Brands and AI: Strategies for Winning the Mental Availability War

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As a young boy, I used to watch a TV show called Knight Rider. For those who may not be familiar with it, the show was about a man who solved crimes with the help of his AI-powered supercar, KITT.

KITT and his driver, Michael Knight, kept audiences entertained every week as they raced towards success. Fast forward 40 years, and we can see that the futuristic world of Knight Rider has become a reality - from Tesla's 'Turbo Boost' acceleration to AI chat interfaces.

In this article, I’ll look at why brands must now battle to win over AI as much as they do to win over customers.

Pulling a rabbit out of the AI hat

In 2024, Jesse Lyu, the CEO of tech startup Rabbit, introduced the R1, a $200 device that lets you interact with AI to help with tasks. The initial 10,000 units of the gadget sold out quickly, showcasing its popularity and unique features.

R1 works with a large action model (LAM), while Chat GPT and Gemini work with large language models (LLMs). The main distinction is that LAMs communicate with software and applications, whereas LLMs engage with data and language.

In simpler terms, if you use Rabbit R1, you can ask it to order a large pizza for you. It will complete the task by interacting with the required apps and websites.

R1 aims to eliminate the need to search through the endless apps on your phone, so instead you speak into a single device that completes the task for you.

“Transfer £20 to my wife’s account.”

“Book me a train ticket to Manchester for Friday.”

“Get me an Uber to take me to town.”

LAMs are capable of learning the interfaces of any software on any platform. According to the founder of Rabbit, these large language models not only understand what you say, but they also excel at getting things done.

The R1 is a pocket companion or computer that you probably didn't realize you needed or even knew existed.

The goal to make a mark in the global smartphone market is ambitious, especially when the established big players have the power to overshadow you with their existing resources. However, the R1 is fresh, creative, and, most importantly, affordable. It may gain popularity, but that's not the main takeaway here.

Importance of Mental Availability

LLMs, like ChatGPT and Google's Gemini, are trained on vast data sets that include content from top authoritative websites. This poses a challenge for brands looking to thrive in the AI-powered era - they need to be easily recognized and remembered by both humans and AI.

Looking at the logic chain, if you need a new jacket for summer, you have two options to consider. First, you could go to search engines and type in 'jackets for men'. Second, you can simply pick up your device and say, 'find me a fashionable jacket'.

Option 1 allows you to see search engine results, click on them, and view the items. After choosing what you want, you can add it to your cart and proceed to pay for it. On the other hand, Option 2 provides you with a curated list of items. You simply select a jacket from the list and instruct the AI to make the purchase for you.

Both options cater to different preferences. Some people enjoy browsing through search engine results to find what they want, while others prefer a more streamlined and quick shopping experience. In today's world, it is important for brands to excel in both AI intelligence and human interaction to meet the diverse needs of customers.

The Ehrenberg-Bass model of mental availability is based on the idea of increasing the chances of being considered in a buying situation. In today's world, you need to be top-of-mind for both human consumers and artificial intelligence (AI).

But how exactly is this going to happen?

Train People and Train AI

Brand marketing has taken a backseat as marketers focused on performance over the past ten years. However, we are now seeing a resurgence of TV ads as a dominant force. This is not only because TV is a powerful medium (which it is), but also because we all have access to TVs and watch videos regularly.

Ads are all over the place, from social media to streaming platforms, capturing the attention of viewers on their screens. It is anticipated that this trend will continue to grow in the future.

Soon, SORA will be launching an amazing AI video tool that will empower individuals to produce their own movies and television programs. This will open up opportunities for brands to connect with a wider audience through innovative video advertisements. It is essential for brands to invest in marketing efforts as they aim to be recognized by users of LAMs and other upcoming AI interfaces.

You want your brand to be the top choice. You want consumers to think of your brand first when using the AI tool. Whether they are ordering a pizza or making a purchase, you want them to choose your app or website as their first option.

The way marketing operates may not have changed much over the years, but when it comes to LLMs, things are different. These systems are trained using data from reliable sources, and as they continue to learn and improve, you'll want your brand to be prominently featured as frequently as possible.

So how does that happen?

Be talked about, be featured

Advertising and publicity are key marketing methods for the future, guiding businesses towards their destination. They spark conversations online and lead to discussions or features about your brand.

Digital publicity involves linking a brand with authority websites and getting mentioned by them. The combination of PR, advertising, and organic content is essential for brands to be discovered by people, search engines, and AI tools.

But what about paid search?

Search is going to change – both how we search and how search engines deliver search results.

Google is currently working on solving this issue. They may adjust video ad prices and prioritize shopping ad placements to make up for the shortfall. However, the key lesson to take away is the importance of brand marketing for the future success of your business.

If you neglect brand marketing, you could risk being left behind in a future dominated by artificial intelligence. Remember: it's crucial to be the first brand that comes to mind and the first one that customers search for.

Our Website is excited to announce the upcoming release of articles in the AI: Beyond the Hype series. These articles, supported by Publicis Media, will explore the use of AI in market research, recruitment, creative processes, and decision making.

Editor's P/S:

The article highlights the growing importance of AI in our lives and how brands need to adapt to this new reality. In the past, brands focused heavily on performance marketing, but now they need to also invest in brand marketing to ensure that their products and services are top-of-mind for both human consumers and AI. This means creating memorable advertising campaigns and building strong relationships with authority websites that will feature your brand. Additionally, brands need to be prepared for how AI will change the way we search for information and make purchases. By staying ahead of the curve, brands can position themselves for success in the AI-powered era.

I found the article to be informative and thought-provoking. It is clear that AI is going to have a major impact on the way we live and work in the future, and businesses need to start preparing for this now. By investing in brand marketing and building strong relationships with authority websites, brands can position themselves for success in the AI-powered era.