Session Link: https://youtu.be/-SEbptCWxqI​

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Session Title: Brand Satrategy in the Age of AI

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Speaker: Dr. Greta Marie Keiper-Blake, Assistant Professor, Misericordia University

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Session description:  We know that consumer expectations are not only rising, but also accelerating. Customers demand personalization without creepiness, instant responsiveness without losing trust, authenticity in a world of influencer fraud, and immersive experiences that feel participatory rather than performative. AI is both fueling these expectations and equipping marketers with the tools to meet them — if used responsibly.
  This presentation explores four concrete strategies for adaptation, each tied to well-documented case studies and industry benchmarks:
  Anticipate Intent Through AI-Powered SEO and Recommendations. Consumers no longer search passively; they expect platforms to anticipate needs. Netflix’s engine, which drives ~80% of viewing activity through recommendations, exemplifies how prediction has replaced search as the core visibility strategy. Marketers must shift from keyword chasing to intent-based content strategies.
  Protect Reputation in Real Time. Brand reputation is now measured in seconds, not quarters. AI-powered sentiment analysis tools enable brands to detect negative feedback spikes instantly and respond promptly, preventing issues from escalating into crises. These tactics are already embedded in airline, financial, and retail practices. Marketers must adopt “early warning systems” to maintain trust.
  Authenticate Influencers and Embrace Micro-Communities. Influencer marketing faces a crisis of trust, as signals of fraud, such as fake followers and bot-generated content, are being detected. AI-based platforms like Traackr and CreatorIQ can identify these patterns, helping brands avoid wasted spend. At the same time, micro- and nano-influencers often deliver higher engagement than mega-influencers, as Adidas demonstrated in its Tango Squad campaign. Marketers must move from “reach at all costs” to “authenticity at scale.”
  Design Immersive, AI-Enabled Brand Experiences. Marketing is shifting from flat exposure to lived participation. Nike’s NIKELAND in Roblox attracted millions of users, creating persistent digital touchpoints where customers could play, make, and interact. Pair this with AR try-on technology, which reduces product return rates, and the expectation is clear: consumers want to engage in marketing, not just watch it.
  This session answers a practical question with actionable, real-world examples. As proposed, there will be a balance of academic rigor and applied marketing that audiences recognize and can learn from. It also integrates sustainability and ethical considerations, arguing that AI should not replace human values but rather amplify them.

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