Expert Mode: Redefining Brand Partnerships with AI
This article was based on the interview with Alan Gould, CEO of MutualMarkets by Greg Kihlström, AI and MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Brand partnerships are undergoing a significant transformation, fueled by the innovative power of artificial intelligence. Traditionally, forging these alliances has been a laborious, time-intensive process, often limiting access to only the largest brands with extensive resources. However, the emergence of AI-powered platforms like MutualMarkets is democratizing this space, enabling brands of all sizes to leverage the impact of entertainment property partnerships. This shift has profound implications for marketing strategies, allowing for more agile, targeted, and ultimately, more effective campaigns.
The traditional model of brand partnerships is plagued by inefficiencies and a reliance on personal networks. Securing these collaborations often involves a complex web of phone calls, emails, and meetings, relying heavily on pre-existing connections within the entertainment industry. This antiquated approach can take months or even years to navigate, creating a significant barrier to entry for smaller brands. Furthermore, the bespoke nature of these agreements necessitates extensive legal involvement, adding another layer of complexity and cost. The result? A system that favors established players and leaves a vast majority of brands unable to participate.
Democratizing Access to Brand Partnerships
MutualMarkets is leveraging AI to streamline this cumbersome process, reducing the time required to establish a partnership from months to mere minutes. Alan Gould, CEO of MutualMarkets, explains the power of this technology: “We’ve come up with a way for a brand to search through every television show and movie ever made, for example, and look for cognitive connections. Some might be obvious, some not obvious, but to come up with a selection of partners, which happens instantly.” This ability to rapidly identify potential partners, coupled with automated creative brief generation and streamlined communication with content owners, eliminates the friction inherent in the traditional model.
The Power of AI and Programmatic Partnerships
Beyond speed and efficiency, the AI-driven approach also offers a more data-driven and strategic approach to brand partnerships. By analyzing vast amounts of data, the platform can identify cognitive connections between brands and entertainment properties that might not be immediately apparent, opening up new avenues for collaboration. Gould emphasizes the importance of this capability: “We use AI to figure out the cognitive connections and we use AI at the back end to help make the ads, right?” This intelligent matching process ensures that partnerships are not only efficient but also strategically aligned, maximizing the potential for impact.
Redefining Authenticity in the Age of AI
The integration of AI also challenges traditional notions of brand authenticity within partnerships. Gould argues that in today’s fragmented media landscape, authenticity must be redefined to encompass the diverse preferences of consumers. “You have to start your marketing meetings going kind of, how do we do that? So you have to really change your definition of authenticity to be, is the partner someone that our consumers like?” This consumer-centric approach recognizes that brand values must align with the entertainment choices of the target audience, even if those choices seem unconventional or even contradictory to traditional brand values.
Measurable Results and a Level Playing Field
Perhaps most importantly, the platform’s programmatic structure allows for clear, measurable results. This data-driven approach enables brands to directly compare the performance of partnership ads against their solo campaigns, providing valuable insights into the effectiveness of these collaborations. Gould notes, “The beauty of our system is it’s an apples-to-apples comparison, right?” This transparency and accountability are crucial for demonstrating the ROI of brand partnerships and justifying continued investment.
The rise of AI-powered platforms like MutualMarkets is ushering in a new era of brand partnerships. By removing the barriers to entry and streamlining the process, these technologies are leveling the playing field and empowering brands of all sizes to leverage the power of entertainment properties. This shift represents a significant opportunity for marketing leaders to rethink their strategies, embracing a more agile, data-driven, and ultimately, more impactful approach to brand building.
The ability to forge meaningful connections with consumers in today’s fragmented media landscape is paramount. AI is not just a tool for efficiency; it’s a catalyst for creativity and innovation, enabling brands to identify and engage with their audiences in ways that were previously impossible. As AI continues to evolve, its role in shaping the future of marketing will only become more pronounced, offering exciting new possibilities for brand storytelling and consumer engagement.
