How Henkel Plans To Stay On Brand With Generative AI
Henkel will pilot generative AI solutions trained on its own assets to create personalized marketing content at scale that’s both brand- and commercial-safe. In doing so, it aims to seize the potential of genAI-fueled efficiencies without much of the messiness.
The CPG is expanding its Adobe partnership to leverage Adobe’s Firefly and Experience Cloud solutions within its own RAQN digital business platform, training Firefly to use its own assets through custom models it will continuously fine-tune.
As is often the case with generative AI in marketing, Henkel expects to shrink campaign costs, reduce repetitive tasks, and grow efficiencies through speedy and scalable content creation and delivery. Hair care brand Schwarzkopf, for example, will leverage it to create visual assets that better personalize consumer product recommendations for hair length, style, and color.
Henkel’s RAQN digital business platform was developed in 2021 to serve as the foundational core for the company's consumer and retail partner insights and experiences. Integrating genAI capabilities natively within this single platform — also supported by Adobe and includes Henkel’s customer data platform — will help Henkel maintain its unified view of shoppers and retailers, according to the CPG.
This setup is also expected to let it more seamlessly leverage Adobe’s other generative AI capabilities to better drive consumer engagement and loyalty through tailored messaging, as well as personalized and optimized campaigns, creative, and mobile experiences.
Generative AI Highs and Lows
While many organizations are keen to use generative AI in their marketing efforts, adhering to brand standards while maintaining consumer trust has red flags flying all over the place. A Gartner survey last year found that over 70% of consumers believe AI-based content generators can spread false or misleading information. As such, the firm predicts that some shoppers may in turn proactively seek out AI-free brands and interactions.
Indeed, in the statement announcing the expanded partnership, Michael Nilles, chief digital and information officer at Henkel, pointed to both the responsible and scalable use of generative AI as among the expected benefits.
To maintain consumer and brand trust, organizations would be wise to build cross-functional responsible use and content authenticity teams, advises Nicole Greene, Gartner VP analyst, including IT, marketing, data science, legal, and PR.
They should also supplement their content pipeline with curated and cultivated user-generated content (UGC).
“This will generate brand trust while improving product discovery, and it will create a more engaging customer experience,” says Greene. “UGC about brands is being created every day — marketers can identify it ‘in the wild’ and reuse it (with permission) or cultivate it through campaigns meant to encourage UGC creation.”
