AI and Brand: The Experience of Coherence Beyond Control

Automation is advancing in marketing directions, but trust is not solely determined by generated content. Between AI rules and on-the-ground reality, the perceived consistency during an email, a presentation, or a first meeting now weighs heavily in brand governance.

Trust Rests on Real Experiences of Stakeholders

Trust in a brand depends on the consistency between what it promises and what its stakeholders actually experience, and not just on the quality of the messages disseminated. This gap becomes evident during critical moments such as convincing a client, defending a project, or sharing a vision, where the disparity between the rules of a brand book and their concrete application can become visible. For example, if a prospect receives an outdated presentation or contradictory information, the lived experience no longer aligns with the promised image. Therefore, brand consistency is not limited to institutional communication but is tested in daily interactions, which are also opportunities to strengthen the brand and create value.

Rising Automation, Trust Not Guaranteed

According to Gartner, the proportion of marketing work automated by AI could evolve from 16% in 2026 to 36% in 2028. It is now very easy to generate content, but increasing the quantity produced does not necessarily imply greater trust in a context where messages abound. Marketing professions should continue their transformation with AI, which offers the possibility to accelerate production, enhance personalization, and automate certain aspects of the job. At the same time, companies are increasingly strictly defining what AI produces for their brands, developing editorial charters, validation processes, usage rules, and human oversight. This control movement exists alongside the idea that originality may lie more in the human aspect of exchanges.

Equip Without Standardizing Team Voices

It is undesirable to monitor every intervention of employees, as the richness of human dialogue relies on listening, spontaneity, and adaptation to the situation. Making every team member a mouthpiece repeating a uniform message would prove ineffective. The goal is to enable teams to accurately represent the company while preserving their uniqueness, by simplifying access to appropriate content and brand resources directly within their usual tools. Many inconsistencies stem from concrete difficulties: documents that are hard to find, outdated information, or resources scattered across multiple platforms. Going beyond mere graphic compliance allows for valuing the effectiveness of an email, the relevance of a presentation, or the quality of an exchange, without seeking to control conversations or turn every interaction into advertising. Many of these interactions—sales, customer support, recruitment, individual speaking engagements—occur outside the most visible channels yet can strongly influence brand perception.

An Integrated Approach to Daily Practices, Illustrated by Letsignit

For thirteen years, Letsignit has argued that the brand is embodied through the daily exchanges of those who represent it. The company initially focused on electronic signatures, seen as a frequent and easy-to-deploy point of contact at scale to ensure brand visibility and consistency while preserving employee habits. This approach has been extended with the integration of campaigns into emails, transforming these daily exchanges into a communication channel. Letsignit then turned its attention to digital business cards (vCards) to extend the first impression during professional meetings, and more recently, to PowerPoint presentations with Slides, to support moments when brand representation is crucial. The stated goal is to bring brand management closer to daily practices by acting directly within the tools already adopted by teams, rather than imposing new constraints.