AI exposes unsaid assumptions in brand guidelines

This article discusses the impact of AI on brand management, arguing that traditional brand guidelines, which rely on human interpretation of adjectives like 'premium' or 'customer-first', are ill-suited for AI-driven execution. With AI personalizing and automating customer interactions, brand drift can occur at scale. The author suggests that brands must make their implicit judgments explicit, defining behavioral rules and decision frameworks that AI can follow. Drawing on the 'Canva principle' for design consistency, the article suggests extending this to brand behavior, making brand strategy an operational system rather than a static document.