Online-Ressource | |
Verfasst von: | Gvirtz, Andrés [VerfasserIn] |
Acar, Oguz A. [VerfasserIn] | |
Titel: | Why text-to-image AI requires a new branding mindset |
Verf.angabe: | Andrés Gvirtz, Oguz A. Acar |
Ausgabe: | [First edition]. |
Verlagsort: | [Cambridge, Massachusetts] |
Verlag: | MIT Sloan Management Review |
Jahr: | 2023 |
Umfang: | 1 online resource (6 pages) |
Fussnoten: | "Reprint #65220.". - Includes bibliographical references |
Abstract: | Text-to-image generative AI tools let any consumer become a designer. In this new landscape, consumers and brands like Heinz and Coca-Cola are cocreating campaigns. Brand managers must shift from guarding brand identity to enabling customer participation — which entails seizing opportunities and navigating risks. The authors offer advice on creativity, control, and how to experiment safely. |
URL: | Aggregator: https://learning.oreilly.com/library/view/-/53863MIT65220/?ar |
Datenträger: | Online-Ressource |
Sprache: | eng |
K10plus-PPN: | 1871285631 |
Lokale URL UB: | Zum Volltext |
Bibliothek der Medizinischen Fakultät Mannheim der Universität Heidelberg | |
Bestellen/Vormerken für Benutzer des Klinikums Mannheim Eigene Kennung erforderlich | |
Bibliothek/Idn: | UW / m4418425152 |
Lokale URL Inst.: | Zum Volltext |