The Humanless Branding: can AI Replace the Human Factor in Marketing?

giuliapedrinivisio
Jul 11
5 min read

Updated: Sep 24

Author: Giulia Pedrini

Introduction

Nothing like technology has evolved as fast in recent years. From the 1980s to the present day, the way of getting information, communicating and thus selling has changed radically. As one could imagine, this has had major effects on the economy and markets. Indeed, with the entry into the digital age, consumers have become more and more aware and this has led businesses that wanted to move forward to put the consumer for whom the product/service is intended at the centre. For this reason, a focus on values that are important to consumers and, above all, technologies that enable people to have personalized and immersive experiences have been incorporated into the marketing strategy.

Colorful tangled lines form a head shape on a light gray background, featuring vibrant orange, pink, yellow, and purple hues.

In this way, the most advanced technologies have made their way into the walls of businesses, from the largest multinationals to small artisan enterprises. Indeed, through automation tools, CRM, Machine Learning and AI, companies have been able to analyse consumer behavior in order to create almost tailor-made products/services. So tools such as artificial intelligence are occupying increasingly important roles and this insinuates in our minds a provocative question: is the “human factor” still necessary to build a brand?

What does Humanless Branding mean?

In this context where artificial intelligence elbows its way in, humanless brands are born. Humanless branding is an idea that has been developed in recent years to make the most of the potential of artificial intelligence. This concept describes a brand that operates, communicates and grows without the direct intervention of visible or recognisable human beings. Basically, it is a brand that:

Does not have an associated human face (founder, testimonial, public CEO...).
Communicates with consumers through chatbots, voice assistants or artificial intelligence.
Produces content (text, images, video, music, campaigns) automatically or semi-automatically, thanks to AI generation software.
It is managed by algorithms, with no immediately identifiable “human” creative or strategic direction.

No need for a heart, just a character

Although it is a very recent type of marketing, we can look at two examples that have caused a stir, in which artificial intelligence is used in two different ways.

The fabricant

The first example we discuss is that of The Frabricant, or a digital fashion house founded in 2018 in Amsterdam. The first of its kind, this business aimed to create a clothing line that could be used in the Metaverse, thus exclusively digital.

With this idea, artificial intelligence was first used as a pattern generator for virtual garments in 2017 until becoming co-author of some collections in 2023. The successful idea was that it is only imagination that limits creativity, because in multimedia and virtual realities one can express oneself as one wishes. This way of experiencing fashion is highly appreciated by the younger generation who can play with all shapes, sizes and colours.

Not to mention sustainability, which in a world where consumerism and fast fashion are at the centre, is a sensitive topic where businesses must succeed in reducing emissions from their activities. The world of digital fashion, on the other hand, promotes a space where care for the environment is another core value, in addition to inclusion and participation.

Lil Miquela

The second example, on the other hand, deals with the idea of virtual influencers and how the image of characters created by AI can become powerful marketing tools, as in the case of Lil Miquela. This influencer with feminine traits has her own official Instagram account, where she already boasts millions of followers and almost 1500 published posts.

The startup that invented Miquela Sousa is called Brud and is a transmedia studio that has revolutionised marketing strategies by creating an artificial intelligence subject capable of communicating with today's consumers. In fact, this character, whose purpose is precisely marketing, has been invited to fashion shows of important brands such as Prada in Milan. She has also already signed agreements for various advertisements with Chanel, Fendi, Miu Miu and even BMW.

Other examples of virtual influencers are Lu do Magalu, Aitana Lopez or Shuduiss. The advantage of having a humanless influencer makes it possible to promote brands using the image of a character designed to please and empathise with consumers.

Woman in a blue shirt sits on a brown chair, eating pizza, in front of a brick wall with neon signs. A camera on a tripod is in front of her.

The Advantages of the Soulless Brand

The use of artificial intelligence in branding offers numerous advantages, both in creative and strategic terms, such as:

Total consistency in brand communication - AI is programmed to faithfully follow brand guidelines and this brings consistency to brand identity.
Creativity at scale - With AI you can generate hundreds of creative ideas in seconds (slogans, images, videos, advertising concepts)
Advanced customisation for each audience segment - AI analyses customer data and can create highly targeted campaigns that speak to each individual user.
Accessibility for small brands and freelancers - Even a small brand can now create professional logos, sites, posts and campaigns with low-cost or free tools with built-in artificial intelligence.
Cost reduction - Although the initial integration of AI can take time and training, it can reduce creative production costs

The risks of AI in branding

While the use of artificial intelligence in branding promises efficiency, creativity and personalisation, it also opens the door to technological, ethical and strategic risks to beware of.

Indeed, one of the first side effects is the loss of uniqueness. AI tends to produce content based on repetitive patterns and patterns and the result is that anti-brands start to look the same. Furthermore, another major problem concerns bias in data, this is because AI learns from data, and if that data contains bias it risks replicating it to the damage of the brand.

Then there is the issue of authenticity, which is able to connect people through true stories that show human values and flaws. Finally, there is also the whole issue of privacy and misuse of data, legal issues, copyright and lack of transparency.

Therefore, human control is needed to overcome these problems, such as:

Curate any content created by AI before publication
Openly state when AI is used
Check the quality of data used
Integrate human creatives and strategists to give direction and authenticity
Adopt clear ethical and legal policies

Two people work at a table: one on a laptop, the other writing in a notebook. A plant decorates the light, airy room. Focused mood.

Conclusion

In conclusion, artificial intelligence is revolutionising the way brands are born, communicate and evolve. The “humanless” approach is not just a future idea, but a reality already present in the most innovative sectors such as digital fashion or virtual influencer marketing. However, as powerful and promising as it is, AI cannot entirely replace the creativity and sensitivity of human thinking.

The challenge of the coming years will therefore be to find the right balance between automated efficiency and human authenticity, to build credible, sustainable and relevant brands in an increasingly digital world.