Sonic branding is no longer just about creating catchy jingles. It's about understanding consumer behaviour, and emotional impact and creating personalised audio branding. In this article, we'll explore the ways in which AI is revolutionising the field of sonic branding, and what opportunities are available for businesses in 2023.
AI KNOWS YOU
Have you ever wondered how companies create catchy jingles or signature sounds that stick in your head long after the ad is over? It’s no secret that AI plays a big role in the process. AI-powered machine learning algorithms can analyse consumer behaviour data to identify patterns and preferences. For example, Burger King uses AI to analyse data on what types of music and sound effects customers respond best to in their restaurants. They then use this information to create more engaging and effective audio branding strategies for the chain.
EAR, THERE, EVERYWHERE
In addition to its use in analysing consumer behaviour, AI is also being used to create and disseminate a brand's sonic identity through various ‘earpoints’. This can include the use of AI to create personalised audio experiences, such as bespoke music recommendations or tailored voice assistants. One brand that has effectively incorporated AI into its sonic branding strategy is Spotify. The music streaming platform used AI to personalise its users' music recommendations and create personalised playlists, helping to create a unique audio experience for each user. Spotify has also used AI to optimise the audio content of its podcasts and create targeted recommendations for listeners.
HEY ALEXA, PLAY MY FAVOURITE SOUND
Another brand that has embraced the use of AI in sonic branding is Amazon. The e-commerce giant's virtual assistant, Alexa, uses AI to humanise its interactions with users and provide individual recommendations for them. Alexa's voice and personality have also become a key part of Amazon's sonic branding, helping to create a unique and memorable audio identity for the brand. In addition to Spotify and Amazon, other brands that have incorporated AI into their sonic branding strategies include Apple (with its Siri virtual assistant), Google (with its Google Assistant), and Nuance Communications (with its Dragon virtual assistant). These examples demonstrate the importance of AI in cementing and amplifying a brand's sonic identity.
THE FUTURE IS ‘AI’NTUITIVE
More brands will use AI to create and disseminate their sonic identities. Whether it's through personalised audio experiences, hyper-optimised audio content, or virtual assistants; brands will connect with their audiences in new and innovative ways. AI is the future of sonic branding, and it's not just for big names like Amazon and Spotify. From podcasts to earpoints, this technology is revolutionising how brands create and spread their audio identity. So, if you want to stand out in the crowded world of branding, it's time to get on board with AI.