Hotwire’s New Report Encourages Brands to Think about AI, beyond efficiency gains, to the benefit of customers and society
SAN FRANCISCO — November 19th, 2024 — Today, Hotwire, the global tech communications and marketing consultancy, and the House of Beautiful Business released AI Beyond Efficiency: How Brands Can Use Generative AI to Revolutionize Their Value report. At a time when most companies are looking at AI to cut costs and boost operational efficiency, this report challenges brands to adopt more ambitious and creative approaches when integrating generative AI to deliver outsized value for their brand.
The report introduces a value-based framework to help marketing and communication executives identify where their organizations are today and showcase effective ways to integrate these values into their AI approach. The four-quadrant framework includes:
- Agency considers how AI can give customers a greater sense of control over them and their circumstances to make informed decisions
- Recognition considers how AI can help customers feel seen and valued for their contributions
- Impact considers how AI can improve customers’ lives in social, ethical and environmental ways making a positive difference in the world
- Intimacy considers how brands can use AI to foster deeper, more authentic connections.
“Generative AI is more than a means of operational improvement,” said Heather Kernahan, Global CEO at Hotwire. “When brands go beyond efficiency by harnessing AI to enrich customer experience, foster trust, and position themselves as leaders, their overall brand reputation grows exponentially. Understanding where they are today, and how to improve their approach will help companies cultivate stronger, more authentic relationships with their customers and society and deliver impactful results across customer retention and revenues.”
As brands increasingly adopt generative AI, the report also addresses the tensions and responsibilities that come with it. Challenges like data privacy, transparency, environmental impact, and biases, means that brands must adopt ethical frameworks that prioritize informed genuine consent and transparent data practices. By addressing these issues proactively, brands can meet customer expectations for responsible technology use while setting new industry standards in ethical AI practices. AI Beyond Efficiency by Hotwire provides brand leaders with insights and practical guidance to navigate these complexities.
Hotwire continues to be at the forefront of AI research and thought leadership, supporting brands as they navigate the rapid pace of change and innovation. Last year, the company released its Brand Narratives in the Age of AI report, which provided a framework for redefining brand storytelling in a tech-driven future. This latest AI Beyond Efficiency report builds on that foundational work, challenging brands to move beyond using AI solely for operational improvements and instead leverage it to deliver enhanced value, meaningful connections, and positive societal impact for customers.
Hotwire has since created an intimate forum for global community leaders to become part of the conversation benefitting from latest research and invitations to tailored events here.
About Hotwire
Hotwire is the tech PR, communications, and marketing consultancy. Globally, top technology brands partner with us for expert consultancy to scale and support their businesses. Found at the intersection of technology and humanity, our 400+ people in 11 countries weave global experience and local expertise to define, measure, and repeat success across reputation, relationship, and revenue campaigns.
Follow us here to see how 20+ years at the forefront of communications and marketing help Hotwire make technology, irresistible.
About House of Beautiful Business
The House is the global network for the life-centered economy and connects over 50,000 professionals who want to get more out of business and out of life. Community-powered, thought leadership-driven, and experience-based, we bring together business leaders, innovators, technology experts, strategists, communication specialists, artists, scientists, and activists with the mission to create a new kind of business that is more purposeful, inclusive, and sustainable. Through consulting projects, thought leadership content, and transformative experiences, we inspire and equip organizations and individuals to shape an economy that honors all forms of life and living systems.
