Why MetLife is designing its brand for AI systems, not just humans.

So, when I look at the future of marketing, there’s a lot of how brand comes to be a bigger part than it even is now. There’s a level of how we have to look at it from a governance perspective, because if we don’t dive into how we’re codifying our brand, we’re going to lose it. We have to figure out the human evolution part of it and how we play a role into that and those processes. And that’s a big step to figure out where the right moments are when we involve human versus allowing AI to go on and move forward with it.

We really have to make sure that our brands are unmistakable, that they don’t fall into the sea of sameness. We’re looking at designing a brand that’s not only designed for humans; we’re designing for systems. It’s a matter of how do you get your brand through all the speed that’s happening, to keep its soul in who we are, and that is who we’re going to be as leaders.

I think if anyone were to walk in and say that we’re doing a great job at this in our organization right now, we’re killing it and it’s amazing and it’s perfect, they’d probably not be telling you quite the truth on that. So, in the next 18 months, we’re going to really need to scale with integrity. And I think once you start getting that “we’re all in this together” and everybody’s showing their ideas and you create this culture that is just going to be more open to change and more open to what comes next.