Big, Bold, Brave: Using AI to create a real-world impact

_{By Timucin Guezey, Managing Director, Mindshare Germany}

Do you know what an AI future looks like? There are plenty of people making bold predictions but it’s still uncertain how the technology will be used and the impact it may have. 

While AI doomers might predict job losses and misinformation, we see the transformational capabilities and the opportunities it can provide. This is leading some brands to ask: what if AI could be used for good?

What if brands were brave enough to use technology to have a real impact on real people – and help change the world for the better?

We’ve seen AI used by brands to deliver efficiencies across the marketing funnel and even help generate content, but where AI can truly unleash value is by enhancing human creativity to tackle difficult challenges. 

How brand bravery delivers growth

Deutsche Telekom took on one such challenge when it recognised that parents often freely share their children’s photos online without considering the long-term consequences for the child. 

In its recent Share with Care – A Message from Ella campaign, Deutsche Telekom, in collaboration with Mindshare, Emetriq and further partner agencies, used AI to create a virtually-aged version of a nine-year-old girl who shows how her data could be misused for fraudulent and criminal activity. 

The uncanny film resonated deeply with audiences, and two out of three parents opposed to sharing their children’s data on social media after seeing the film.

#ShareWithCare reached 400+ media outlets in 71 countries with the film gaining over 51 million views, 3.7 billion earned impressions and a 12.7% increase in brand awareness. More importantly however, Deutsche Telekom sparked a global conversation. 

Taking a risk for real-world impact 

Deutsche Telekom is usually a brand that encourages customers to use data by consuming and sharing content. 

But it chose to look beyond business gain and use AI to make a powerful statement that matters to its audience: stop and think before sharing your children’s data online and consider their digital legacy. 

Deutsche Telekom took a risk and it paid off, not only in growth, but in building a perception of the brand as one that cares about its consumers and society at large. 

As AI technology evolves, brands must be brave, in using technology to push boundaries and create eye-opening consumer experiences. 

Experiences that can go beyond traditional marketing messages and serve as a force for good.