AI in Branding: When OpenAI's GPTs Change the Game.

Two months ago, I stumbled upon a gem in a McKinsey report: "Generative AI can ensure consistency across different content, thereby guaranteeing a uniform brand voice, writing style, and format." This inspired a post on brand management in the era of generative AI, and this idea has now become a reality. Last week, I tested Canva's Magic Studio—yes, Adobe for "dummies," but this time powered by OpenAI's GPTs.

We start by uploading the key elements of the brand identity into the app:

Brand guidelines (logo, typography, colors, layout, etc.) Iconographic guidelines Editorial guidelines

Then, the software takes over. It creates posts and presentations according to the graphic standards, rewrites texts to match the brand's tone, and generates videos and images based on an existing iconographic database. It's the ideal partner for a graphic designer, brand manager, execution studio, social media manager, or an intern skilled in prompting.

The most incredible part is that with OpenAI's GPTs, any agency or freelancer can develop their own mini-apps to simplify their workflow. Could this challenge some aspects of creative outsourcing? Absolutely, as I’ve said before, "tomorrow, creatives will finally focus on their core mission: CREATING." Will we choose an agency or a creative based on the quality of their customized GPTs? That's also a possibility.

This is why combining a branding house like Gilbert Wilson with an AI talent house like Detroit-talents makes perfect sense.