Using Machine Learning to Build Brand Trust

When the Luddites burned the machines that threatened their jobs in the 19th century, they expressed a popular sentiment at the time — the distrust of new technology. But two centuries into the future, humans are building machines that are becoming increasingly intelligent. Artificial intelligence (AI) has entered the mainstream, and more sophisticated machines are now being used.

Nonetheless, skepticism remains in the creative industries. After all, many people think of brand trust as something subjective and impossible to quantify. Brand trust is all about maintaining a level of intimacy between the brand and the consumer. This intimacy comes with human interaction and not with heartless machines.

Machine learning is changing this notion. In a forum on advertising, CA Technologies Senior Vice President Anna Griffin shared that AI and machine learning help in forming “a tight, quick connection with relevant content and become a beautiful handoff to a human being to create better context and to better serve someone and ultimately be more trusted.”

This assumed connection between ‘better context’ and ‘better service’ is based on the related concept of ‘hyper-relevance’. To build brand trust, Information Age notes that companies can use a wide array of informationto craft personalized and hyper-relevant customer…