Your brand has never mattered more. It’s also never been harder to protect.
11-10-2026
As AI use grows, some leaders have asked us: In a world where AI drives the journey, will the concept of “brand” still matter?
We set out to answer this question through our latest research, Brand Intelligence for an AI-Native World, and the finding is unequivocally yes: 87% of enterprise marketing and creative leaders expect trusted brands to matter more as AI usage grows, and consumers echo that sentiment. Below are a few insights from the research.
Brand consistency as a trust signal.
One of the strongest trust signals creative and marketing teams can control is brand consistency. According to our research, 83% of consumers say a brand that looks, sounds, and shows up the same way is an important factor in building trust.
Moreover, that trust carries over to drive advocacy, loyalty, and even forgiveness, creating true enterprise value that lasts:
Off-brand content is widespread and often misunderstood.
Our research found that 74% of approvers have signed off on off-brand content. Perhaps more alarmingly, there is a gap in perception of how big the problem is: leaders estimate that 9% of public-facing content is off-brand, while those closer to the work put the figure at 27%, three times higher. This misalignment prevents organizations from tackling the problem with urgency.
The reasons for off-brand content? Review capacity is outpaced by content demands, brand guidelines can be incomplete or difficult to apply, and a large portion of approvals require expertise, judgement, and context beyond what brand books can cover. In fact, up to 24% of content approvals require a judgement call that typically only senior creative or brand leaders can provide.
This isn’t a story about carelessness. In our full report, we examine three areas where current tactics for brand governance break down. We then lay out four actionable recommendations for enterprises to advance towards a new approach that meets the needs of the agentic era.
Organizations that get this right can make consistency possible at scale, turning every piece of content into an opportunity to build the brand and each interaction into one that deepens trust. Read the full report to learn how.
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