Using artificial intelligence to build brand loyalty 'might be the worst thing you can do'

Using artificial intelligence to create emotional marketing aimed at building brand loyalty “might be the worst thing you can do”, according to a behavioural psychologist.

Speaking at this year’s Abta Travel Convention in Calvia, Majorca, Nathalie Nahai encouraged travel businesses to maintain a human voice in their consumer messaging to build trust and keep a strong brand voice.

“When you’re thinking about crafting emotional messages to raise trust and loyalty, using generative AI to do it might be the worst thing you can do,” she told delegates.

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“In an age when it’s easy to reach for AI tools because we’re overworked and overstressed, you need to remain authentic and maintain your brand voice; do not let go of that human contact.”

Nahai referenced several examples of large companies promoting artificial intelligence to their detriment, including Apple, which was forced to apologise for an iPad advert last year which showed an industrial hydraulic press crushing cultural objects, followed by a voiceover stating: “The most powerful iPad ever is also the thinnest.”

The backlash to the advert, dubbed the “destruction of the human experience” by actor Hugh Grant, was so widespread that it forced Apple to apologise and pull it from television.

“Companies are making stupid decisions and outsourcing their thinking and their creativity to AI,” she said. “The real premium is human connection, imagination and creativity – this is where psychological storytelling comes in.”

Nahai pointed to a Harvard Business Review study which highlighted companies that prioritise strong brand positioning in periods of economic downturn are historically the ones that perform better once the financial situation improves.

“Given it’s quite a shocking state of affairs at the moment and there are lots of headwinds to deal with, you need to think about how you can earn and build the trust of your customers,” added Nahai.

“Of course, you need to be price sensitive, but you also need to stand up for something and maintain your true values when your customers are feeling the pinch and are increasingly hesitant to part with their money.”