Angelina Paris & AI

How does AI identify and recreate Angelina?

In order to understand how the AI identifies Angelina, I used the Leonardo.ai website, which allows you to generate images of Angelina Paris. At first, I just asked the tool to generate images around the word “Angelina”. The AI came up with images related to the actress Angelina Jolie, not the Angelina tea room.

Photo source: Adèle Vazeille credits

Then I typed “Angelina tearoom” into the server, and the images given are representations of all-pink tearooms in a decor similar to Angelina’s in terms of moldings and chandeliers. Despite the color and lack of paint, which doesn’t resemble the brand’s DNA, the AI more or less succeeded in producing images similar to Angelina.

Photo source: Adèle Vazeille credits

For “Angelina Mont Blanc”, the AI site generated photos of actress Angelina Jolie with snow-capped mountains in the background. I was expecting for the site to produce photos of Angelina’s famous Mont Blanc dessert.

Photo source: Adèle Vazeille credits

Then I put the words “Angelina hot chocolate” as this tea room is also known for this beverage. The AI generated pictures of hot chocolates that didn’t really have anything to do with the brand (no brand name on the cups, for example).

Photo source: Adèle Vazeille credits

How technology can enhance Angelina’s identity & communication strategies?

Brand identity encompasses marketing, communication, customer experience, emotion, visibility, values, strategy and visual identity. Thanks to technology, Angelina Paris can improve all these aspects. For marketing, technology can be used to better target and understand prospects by improving Angelina’s ability to collect and analyze marketing data. In terms of communication, the brand has new communication channels thanks to technology and can therefore reach a wider audience. Angelina has nowadays an Instagram, Facebook and LinkedIn accounts. Customer experience can also be enhanced by technology, thanks to chatbots, AI and CRM. For example, Angelina offers QR codes on tea room tables to access the menu, but also to easily fill in a satisfaction questionnaire.

Then, emotion can also be impacted by immersive technologies such as virtual or augmented reality. As technology opens up new communication channels, it goes without saying that brand visibility also increases in this way. Angelina’s values are also reinforced by technology, as they are more easily disseminated through social networks or the website, for example. Angelina’s strategy can be enhanced by technology through the use of new tools to better understand users’ needs and propose an adapted and sustainable strategy. Finally, technology has a positive impact on a brand’s visual identity. Tools as Canva can be used to create logos, typography, colors, pictograms and icons.

Also, technology can also enhance communication strategies for a brand. Indeed, the technology can be used to communicate directly with customers and internally within your organisation. Some companies use chatbots to engage with customers via social media or their websites. Technology has revolutionized communication within organizations, offering benefits such as improved efficiency, collaboration and remote working capabilities.

How does Angelina Paris use AI?

A closer look at Angelina’s website reveals that the brand uses AI. First of all, the site suggests Angelina addresses based on where you are or the address you entered in the search bar.

Photo source: Adèle Vazeille credits

Then, as AI is increasingly present in email marketing platform nowadays, it is highly likely that AI is used by the brand to automate the sending of newsletters.

Photo source: Adèle Vazeille credits

As AI is increasingly used by companies in all sectors, it stands to reason that Angelina will be using AI internally for management, time-saving and productivity purposes. Most likely, Angelina will use AI for inventory management (avoiding overstocks or stock-outs), for payment security (avoiding fraud), for more personalised marketing (analyzing customer data and creating more targeted marketing campaigns)…

Personal recommendations regarding AI

Personally, I think Angelina Paris should use AI even more, especially via its website. Indeed, AI could be used to personalize the customer experience by suggesting product recommendations based on customers’ past preferences, buying habits and feedback.

The brand could also set up a chatbot on the site to respond quickly to customers’ questions and needs. Indeed, “71% of consumers expect to be able to communicate with businesses in real time,” according to a 2019 study.

Angelina Paris could moreover use the Brandwatch tool to analyse its data.

Finally, the institution should use augmented reality in order be innovative and touch the new generation. For example, by scanning the Angelina logo on pastry packaging, animations such as music, text and images could appear via the phone screen.