Niclas Bornling’s Post

I find this Business of Fashion / Quilt.AI article and analysis absolutely fascinating. (scroll down a bit in the article to download the sample report to see the charts) https://lnkd.in/gAh4-b9R 1. They're able to train models on Carl Jung psychology fundamentals, they detect dominant archetypes projected by the brands, and then analyze UGC to see how things line up 2. This type of analysis can be used for any (consumer only?) segment 3. Hell of a great revenue stream for these folks too (if you're on their list you'll need to dive deep) Note that they were only able to cover brands that had generated a significant amount of content, oh and have at least 300M in revenue. AI is brilliant for looking at macro patterns. How they ranked "the top brands" is a provocative human digestible expression the industry can look at to reposition as needed. It's easy to get lost in the Macro lens here, but I imagine this will get more and more niche. I could see similar comparisons sprout amongst tiny / startup-y players, even used by services like G2 or Product Hunt to categorize how folks are doing and being portrayed... likely less via UGC and more on other magical sentiment analysis with pillars specific to their verticals or niches. Ok, back to work now 😇

Hello everyone, this time, I wanted to share three reads: Two are very important and very current, one taps into yet another insdustry phenomenon caused by my generation's seemingly unique logic for determining what's worth buying and what's not. Another talks about an AI-related can of worms kinda hot topic for brands in 2024, keping this year strong in a banquet-for-thought sense. The one that's left is a highly technical one for project managers, but the kind of thinking it delivers in the first half can be interesting for everyone to have new ideas on what constitutes "value" in the product development process. Yeah so just wanted to put these out there. _______________________________________ #marketing #marketresearch #genz #consumerbehaviour #consumerpsychology #dupe #marketingstrategy #AI # #misinformation #productdevelopment #productmanagement #productstrategy #strategic https://lnkd.in/dxiGxSrd https://lnkd.in/dS9wai5b https://lnkd.in/d3TbUHWM

The Business of Fashion and Quilt.AI collaborated together building "The Brand Magic Index". Why is this exciting in the World of Data, Marketing, and Fashion? As the trends continue to shift more and more towards the digital world, brands are not the sole controler of their share of voice; customers are becoming the brand's voice, initiating a dialogue. Although engagement, reach & impressions remain important metrics, qualitative data are "missing" from the equasion. Making use out of the content shared across thousands of platforms, these data are being transformed to measurable metrics through AI, allowing to understand which brands' efforts are most aligned with their customers. Perceivably, those who have or will manage to build a cohesive image with their audience, are the ones that will outperform over the long term. Worth the read 💎 https://lnkd.in/dgzR_peU

I find the trend of #AI models really interesting. For me, I find this makes me feel really disconnected as a consumer. I do however applaud Maybelline New York for pushing boundaries and trying new ways of doing things. How about you? What do you think of this type of advertising? How does it make you feel? #technology #future #ads #trends #fashion #advertisingandmarketing #australianbusinesses #australianschools #australianparents Qoria ySafe by Linewize Tory Archbold Catherine Ball Libby Allaway

From #AIInfluencers to digital fashion, #GenerativeAI is reshaping how the world will look in the future. #theceomagazine #inspiringthebusinessworld #business

⭐️ A recent research collaboration between Vogue Business and Google revealed that integrating AI advancements into brand strategies can greatly enhance brand image, foster customer loyalty, and increase consumer spending. The study surveyed 2,976 luxury fashion consumers in the US, UK, Italy, and France to explore the impact of AI tools on brand perception and shoppers' purchasing decisions. The study categorized consumers into three groups – purists, expressionists, and activists – each with distinct values guiding their shopping decisions. Understanding these values helps brands comprehend the impact of AI on brand perception and consumer behavior within these groups. The research also pinpoints where AI influences shoppers' decisions in their buying process and identifies future opportunities for AI implementation. Learn more in the article 👉 https://lnkd.in/evg5TWiK #ai #aitrend #brands #fashion

Exploring the Future of Fashion 🌟: Unveiling how AI and advanced advertising strategies are revolutionizing the industry! 🤖👗 Blending cutting-edge technology with timeless style, creating trends that resonate and campaigns that captivate. #aifashion #aiart #aimarketing #midjourney #aicontentcreation #pacorabanne #aiadvertising

It’s just Monday, but I couldn't wait to share my "discovery of the week" with you. Brand Magic Index by Business of Fashion, powered by Quilt.AI There are possibilities and challenges everywhere in the dynamic world of marketing. Brands are embracing the potential of customer-driven brand narratives as they communicate across a growing number of channels despite the fact that measurement tools are still insufficient. The majority of the tools and analytics on the market are still more focused on the quantity of involvement than the quality of the conversation. Here's where Brand Magic steps in – a fresh metric designed to measure the relationship between brands and their customers. My takeaway? The real value in the brand-customer connection is hidden beyond engagement numbers. It's about the authenticity and depth of our conversations, and understanding how close brands are to their customers' hearts. This report marks the starting point, where we harness the power of AI to measure something that's incredibly vital for brands. So, here's to making Mondays a little more interesting! 😉🚀 Curious to find your magic? Find the link below. https://lnkd.in/g4kFet5m #BrandMagic #AI #BrandAnalysis #MarketingInsights #FutureOfBrand #businessoffashion #quiltai #branding #brandcommunication The Business of Fashion Quilt.AI

TFN INSIGHTS: Key Take-Aways from Our AI & Fashion Retail Event! Earlier this month, we hosted an event in partnership with Shoosmiths and The Ecommerce Club, ‘AI in Fashion Retail: Mastering the Future of the Style business’. During this event we heard from fashion industry leaders on how the retail sector is seeking to revolutionise their businesses using cutting-edge artificial intelligence (AI) technologies. Here are some of the key take-aways from the day if you couldn't make it or simply want a refresh! Find the take-aways here: https://lnkd.in/ebJm3EQV #fashion #ai #retail #digitaltechnology #fashiontechnology

Quilt.AI and The Business of Fashion have just released "The BoF Brand Magic Index". A very strong tool to examine if customers see a brand the same way a brand sees itself. 50 global luxury and fashion labels have been ranked using AI-driven analysis of tens of thousands of social media posts by brands and their customers. You can read an extract below (and if you're interested, the link to the full report is in the first comment). My takeaways: - the tool uses the 12 archetypes as defined by Carl Jung (the caregiver, the lover, the hero etc.); it's interesting as it's the first tool I'm aware of which leverages a crazy number of data (hard facts) and sort them in these categories thanks to artificial intelligence. Also relevant as these archetypes can help in better understanding what people are looking for in terms of motivations. For anyone working on brand strategy, positioning or social positioning, it opens great conversations - the notion of "distance" is also very smart: it helps in defining if the "receiver" perceives the "sender" the same way. It can reveal hard truths...but definitely worth the shot (spoiler alert: when the brand is not aligned at top level in terms of business and creative direction, it really shows in this report...) - I like this quote: "Brands are focused on universe-building, defining worlds that they want their customers to desire to inhabit. This ambition aligns to the motivations of the Ruler, who seeks to create order from the chaos. Customers, on the other hand, are asking how they as individuals could or should inhabit that world. This goal aligns to the motivations of the Hero". Nearly a philosophical debate! Just before Paris Fashion Week, this report will probably be one of the hot topics in the coming days. #luxury #BoF #fashion #insights #brandpositioning #dataanalysis #AI #PFW