The online competition for attention and engagement has never been more intense. And the rapid rise of AI is exponentially increasing the tension, bringing things to a game-changing level. To stand out from the crowd and compete, leaders need to get their personal and business brands AI-ready.
“Any CEO or entrepreneur who is not preparing their personal and business brands for the coming AI tidal wave is in a dangerous place,” says Karen Tiber Leland, founder of Sterling Marketing Group and author of The Brand Mapping Strategy: Design, Build and Accelerate Your Brand.
Leland explains that AI language models (such as the hyper-popular ChatGPT) rely on large datasets of text from the Internet to learn and generate responses. “You have to teach Google who you are and what your company is about — across the net,” says Leland. “If you don’t have online discoverability, credibility and relatability, you can’t compete.”
Leland says that not having enough quality content that Google can find creates AI generated generic responses about a brand based on the limited information available. “I asked AI about a few new CEO clients recently,” says Leland. “Because they currently have very little online presence, the response was, ‘I don’t have enough information to provide an accurate response,’ or, ‘I’m sorry, I don’t know much about this person.’”
Leland explains that if you are looking to build thought leadership, do a capital raise, find investors, sell your company, entice potential employees or convert customers, not being on the radar becomes a huge opportunity cost. She recommends taking seven essential yet straightforward steps to prepare personal and business brands for AI.
Leland says the bottom line is that ignoring the trend of AI and chatbots in business and personal branding is a significant mistake. Remember that even if you are not preparing your personal and business brands for AI — your competitors are.