Focus on AI awareness and consumer awareness for marketing success

As consumers increasingly rely on ChatGPT and other large language models to discover and evaluate brands, a new challenge emerges for leaders. Are we marketing to humans, or to AI? 🤖 In this thought leadership video, David Dubois, Associate Professor of Marketing at INSEAD, explores how brand awareness is evolving in an AI-driven world. Drawing on the latest research, he explains why AI awareness and consumer awareness are not the same, and how some brands are winning with both. 🔍 In this video, you’ll discover: - How large language models process brand, website and social media information - Why AI awareness can differ significantly from human awareness - The emerging brand typology in an AI-mediated market, from high-street heroes to AI pioneers - Key questions leaders should ask to understand where their brand stands today 🎓 These insights are explored in depth in the Leading AI and Digital Marketing Strategy programme at INSEAD, designed to help senior executives rethink marketing, branding and customer strategy in the age of AI. 👉 Learn more about the programme: https://www.insead.edu/executive-education/marketing-sales/leading-ai-and-digital-marketing-strategy-new #INSEADExecutiveEducation #AI #DigitalMarketing #BrandStrategy #ThoughtLeadership #MarketingLeadership #LLMs #CustomerStrategy