How does AI identify and recreate the brand?
To understand how AI perceives the Pierre Hermé brand, I turned to ChatGPT and Midjourney. ChatGPT provided a short but comprehensive description, mentioning the brand’s values and even its signature dessert, the Ispahan.
Photo source: author’s personal credits
Midjourney generated pictures of very classic Parisian cafes without any identifiable marks of Pierre Hermé. Without knowing the original request, it’s almost impossible to understand which brand we are talking about.
Photo source: Midjourney AI
How technology can enhance brand identity and communication strategies
AI technologies can be used for behavior analysis and market trends prediction. Machines can process a very large amount of data in a shorter period of time than humans. AI can track and analyze each customer’s purchase history, understand preferred flavors and colors, monitor products’ compositions for allergic components if necessary, and observe how and when people interact with the brand. This tool can help identify and recreate the brand experience, making it more individual, unique, and unforgettable. Tailored promotions, discounts, and personal recommendations can increase customers’ loyalty to the brand. Additionally, AI can analyze general market trends and competitors’ activities to predict future development. This information can be used for further marketing strategy planning.
To enhance communication strategies of the brand, a tool like Natural Language Processing (NLP) can be used. For example, it is possible to implement an AI-driven chatbot for the official website that can understand different customers’ input in the form of speech or text, identify and extract specific information such as a name or address, and generate relevant and personalized responses based on the manner in which the customer makes requests. Since Pierre Hermé is an international brand with many boutiques located in big tourist areas, it is crucial to operate in multiple languages as well. The usage of machine learning algorithms helps analyze customer interactions and improve customer service.
The core values of the brand are creativity, quality, and an unwavering attention to details. Pierre Hermé can create a special VR tour of the confectionary shop to showcase all the details of pastry production: quality control of ingredients, order and cleanliness in the room, the process of mixing and baking, etc. This creative approach can effectively and interactively convey the brand’s message to the customers.
How does Pierre Hermé brand use AI?
The official brand website is quite laconic, simple, and doesn’t provide many AI features. On the website, customers can create an account to place orders online and then receive purchased items via delivery or pick them up at the boutique of their choice. There is an interactive map with all the stores around the world and a customer service form where clients can request a quote for customized or corporate gift boxes.
It appears that there was a mobile app available previously, but currently, it is unavailable. There is a PH Academy app on the App Store, but it seems to be part of the internal education system, as it requires an email and password and doesn’t contain any registration link.
Personal recommendations?
As I already mentioned, there are many different possibilities to implement AI and enhance the brand’s communication strategies: a chatbot, AR/VR features for direct communication with customers, and hidden features such as analytics and predictive abilities.
Additionally, AI can be used as a tool for unexpected collaboration brainstorms. How can we combine Pierre Hermé’s macarons with cars, shoes, or watches without being banal? Is there anything else, besides the color palette, that we can use to connect two completely different brands? To provide a visual example, I used Midjourney to dream up different potential collaborations:
- A car inspired by Pierre Hermé’s macarons.
- A collection of delicious desserts inspired by precious gemstones and jewelry pieces from Tiffany & Co.
Photo source: Midjourney AI
- A runway show where models present both Dior brand’s latest creations and Pierre Hermé’s couture desserts.
- A new version of packages created in collaboration with LV and inspired by their classic trunk.
Photo source: Midjourney AI
Sources:
Midjourney
ChatGPT
