Talking about AI also means talking about brand

When a team can analyze more information, test more ideas, and produce in less time, new possibilities emerge for the business. So do decisions that no tool can resolve on its own: what is worth saying, what the customer needs to understand, and what makes our offering meaningful to them.

Those questions often come from different areas, but they ultimately converge on the brand. That was the case at Flat 101’s Conversion Talks in Madrid, where discussions covered the people behind the data, relevant narratives, and strategic context. The branding issues we have been bringing to the table for more than ten years have become critical business problems.

Soluble took part with a talk by Ismael Barros, our CEO: 'Everyone better. Everyone the same. Building a brand in the age of AI'. As he closed the event, he noted that many of the previous speakers had already said what he had come to share: with AI, brands are more important than ever. His contribution added the other half of the equation: they are also more vulnerable than ever.

Understand before multiplying

Having information about an audience allows us to learn about their behaviors, but understanding their needs requires something more. We can identify patterns precisely and still tell stories that do not matter to the people receiving them.

The event explored that gap between data and narratives. It also explored how relevance is earned by understanding people’s context, their conversations, and the communities they belong to. Reaching them is only part of the work.

In B2B, that context may lie in the risk someone is trying to reduce, in what they need to justify to their team, or in a past experience that shapes their trust. Understanding it allows us to adjust the offering and explain the company’s value with arguments that address a real concern.

The brand needs that understanding to have something relevant to say. From there, producing more can strengthen a connection that already makes sense.

Context makes it possible to choose

The conversations about experimentation and creativity highlighted the knowledge accumulated within companies. Experience with customers, product learnings, and a distinctive approach to solving problems help teams decide what to test and how to assess the result.

That knowledge needs to become a set of criteria the team can use. Brand strategy helps prioritize arguments, develop ideas, and discard proposals that, even when well executed, contribute little to what we want to achieve.

At Soluble, we ask ourselves a question: if AI makes us all better, what allows us to remain different?

When more companies can write, design, and produce better, what each brings to the process carries more weight. Their expertise, perspective, and experience need to find a place in the result. Giving tools that context allows teams to work from what the company knows, rather than relying solely on answers that could work for anyone.

A more important and more exposed brand

The topics of search, acquisition, and digital experience revealed another dimension of the change. Someone can discover a company or compare its offering through an answer without visiting the website where we explain it. The brand passes through new intermediaries and also depends on how they interpret the information they find.

We understand this tension through three effects: AI mediates, multiplies, and can homogenize. A clear offering can reach further, while an inconsistency can spread across more pieces of content. A company can improve its execution and lose part of what made it recognizable.

That is why it matters that the offering is understood, that the information remains current, and that what we say is backed by what we do. Clarity guides the work within the company and helps its value be recognized outside it.

The Conversion Talks made that relationship between disciplines visible. Questions about data, creativity, or acquisition ultimately led to discussions about people, strategy, and brand. Tools will continue to expand our possibilities. Making the most of them requires knowing what we want to contribute and why it should matter to someone.