MAROKO133 Hot ai: Brand-context AI: The missing requirement for marketing AI Wajib Baca

📌 MAROKO133 Update ai: Brand-context AI: The missing requirement for marketing AI

Presented by BlueOcean

AI has become a central part of how marketing teams work, but the results often fall short. Models can generate content at scale and summarize information in seconds, yet the outputs are not always aligned with the brand, the audience, or the company’s strategic goals. The problem is not capability. The problem is the absence of context.

The bottleneck is no longer computational power. It is contextual intelligence.

Generative AI is powerful, but it doesn’t understand the nuances of the business it supports. It doesn’t have the context for why customers choose one brand over another or what creates competitive advantage. Without that grounding, AI operates as a fast executor rather than a strategic partner. It produces more, but it does not always help teams make better decisions.

This becomes even more visible inside complex marketing organizations where insights live in different corners of the business and rarely come together in a unified way.

As Grant McDougall, CEO of BlueOcean, explains, “Inside large marketing organizations, the data is vertical. Digital has theirs, loyalty has theirs, content has theirs, media has theirs. But CMOs think horizontally. They need to combine customer insight, competitive movement, creative performance, and sales signals into one coherent view. Connecting that data fundamentally changes how decisions get made.”

This shift from vertical data to horizontal intelligence reflects a new phase in AI adoption. The emphasis is shifting from output volume to decision quality. Marketers are recognizing that the future of AI is intelligence that understands who you are as a company and why you matter to your customers.

In BlueOcean’s work with global brands across technology, healthcare, and consumer industries, including Amazon, Cisco, SAP, and Intel, the same pattern appears. Teams move faster and make better decisions when AI is grounded in structured brand and competitive context.

Why context is becoming the critical ingredient

Large language models excel at producing language. They do not inherently understand brand, meaning, or intention. This is why generic prompts often lead to generic outputs. The model executes based on statistical prediction, not strategic nuance.

Context changes that. When AI systems are supplied with structured inputs about brand strategy, audience insight, and creative intent, the output becomes sharper and more reliable. Recommendations become more specific. Creative stays on brief. The AI begins to act less like a content generator and more like a partner that understands the boundaries and goals of the business.

This shift mirrors a key theme from BlueOcean’s recent report, Building Marketing Intelligence: The CMO Blueprint for Context-Aware AI. The report explains that AI is most effective when it is grounded in a clear frame of reference. CMOs who design these context-aware workflows see better performance, stronger creative, and more reliable decision-making.

For a deeper exploration of these principles, the full report is available here.

The industry’s pivot: From execution to understanding

Many teams remain in an experimentation phase with AI. They test tools, run pilots, and explore new workflows. This creates productivity gains but not intelligence. Without shared context, every team uses AI differently, and the result is fragmentation.

The companies making the clearest progress treat context as a shared layer across workflows. When teams pull from the same brand strategy, insights, and creative guidance, AI becomes more predictable and more valuable. It supports decisions rather than contradicting them. This becomes especially effective when the context includes external signals such as shifts in sentiment, competitor movement, content performance, and broader category trends.

Brand-context AI connects brand identity, customer sentiment, competitive movement, and creative performance in a single environment. It strengthens workflows in practical ways: briefs become more strategic, content reviews more accurate, and insights faster because the system synthesizes patterns teams once assembled manually.

Across enterprise teams supported by BlueOcean, this shift consistently unlocks clarity. AI becomes a contributor to strategic understanding rather than a generator of disconnected output. With shared context in place, teams make more confident, coherent, and aligned decisions.

Structured context: What it actually includes

Structured context is the intelligence marketers already curate to understand how their brand shows up in the world. It brings together the narrative elements that shape the brand’s voice, the customer motivations that influence messaging, the competitive signals unfolding in the market, and the creative patterns that have historically performed. It also includes the external brand signals teams monitor every day: sentiment shifts, content dynamics, press and social movement, and how competitors position themselves across channels.

When this information is organized into a coherent frame, AI can interpret direction and creative choices with the same clarity strategists use. The value does not come from giving AI more data; it comes from giving it structure so it can reason through decisions the way marketers already do.

The new division of labor between humans and AI

The strongest AI-enabled marketing teams have one thing in common. They are clear about what humans own and what AI owns. Humans define purpose, strategy, and creative judgment. They understand emotion, cultural nuance, competitive meaning, and brand intent.

AI delivers speed, scale, and precision. It excels at synthesizing information, producing iterations, and following structured instruction.

“AI works best when it is given clear boundaries and clear intent,” says McDougall. “Humans set the direction led by creativity and imagination. AI executes with precision. That partnership is where the real value emerges.”

The systems that perform best are the ones guided by human-defined boundaries and human-led strategy. AI provides scale, but people provide meaning.

CMOs are recognizing that governing context is becoming a leadership responsibility. They already own brand, messaging, and customer insight. Extending this ownership into AI systems ensures the brand shows up consistently across every touchpoint, whether a human or a model produced the work.

A practical example of context in action

Consider a team preparing a global campaign. Without context, an AI system might generate copy that sounds polished but generic. It may overlook claims the brand can make, reference benefits competitors own, or ignore differentiators that matter most. It may even amplify a competitor’s message simply because that language appears frequently in public data.

With structured context, the experience changes. The model understands the audience, the brand tone, the competitive landscape, and the objective. It knows which competitors are gaining attention, which messages resonate in the market, and where the brand has permission to play. It can propose angles that strengthen positioning rather than dilute it. It can generate variations that stay on brief and avoid competitor-owned territory.

BlueOcean has observed this shift inside enterprise teams including Amazon, Intel, and SAP, where structured brand and competitive c…

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🔗 Sumber: venturebeat.com

📌 MAROKO133 Eksklusif ai: Wait, Did Palantir Just Make a Joke About Its CEO Doing

Thought being the CEO of Palantir was hard? Try sitting still during an interview.

The company’s head honcho Alex Karp, who rose to fame and fortune by investing in startups alongside billionaire Peter Thiel since the early 2000s, made a baffling appearance at the New York Times DealBook Summit last week, arguing that president Donald Trump isn’t a fascist and defending his company’s business with ICE. He even went as far as to assert that legalized war crimes would be a good thing.

During that storm of amazing ideas, Karp could be seen squirming in his seat, often half rising to his feet and stammering as he struggled to form a sentence. Was it a demonstration of Karp’s ultra-focused commitment to warmongers and building out military surveillance tech — or, as many suggested online, could he have been under the influence of mind-altering substances?

“What type of drugs is he on?” pondered one observer on social media. “All of them by the looks of it,” another answered.

The ribbing lasted for days after the bizarre interview. And then, just as the dustup seemed to be fading, Palantir’s official account shared a new tweet on Sunday that embedded the controversial video and used a very particular choice of wording.

“While cross-country skiing this morning, Dr. Karp decided to launch a new program: The Neurodivergent Fellowship,” the company wrote. “If you find yourself relating to him in this video — unable to sit still, or thinking faster than you can speak — we encourage you to apply.”

The issue, as countless users pointed out in the comments, is that “skiing” is a common slang term for snorting cocaine.

“Nothing like a little fresh pow pow to clear the mind,” one user responded, adding an AI-generated clip of Karp performing handstand pushups while holding to the armrests of his chair.

“The craziest part of this is that you said skiing,” another user chided.

It’s not clear whether Palantir was intentionally trolling or simply picked the worst possible way to tamp down rumors of drug use by its CEO; we reached out to the company for clarification, but haven’t heard back.

If Karp is winkingly saying that he indulges in cocaine, he would only be the latest influential figure to partake in the stimulant. History is littered with noted politicians and oligarchs who were snorting the stuff behind the scenes. As recently as 2023, the Secret Service told reporters that they had found the substance in the White House, launching a lengthy investigation.

Other online observers pointed out that wealthy business executives have little to fear from being prosecuted from consuming illegal drugs.

“Hate to break it to y’all but using the word ‘skiing’ was very much intentional,” AI engineer and founder Kierra Dotson argued. “They can get away with it. They are getting away with it.”

There’s a good chance that Palantir’s tweet was designed to be a tongue-in-cheek mixture of fact and fiction, albeit in an unknown ratio. Karp does cross-country ski and has previously claimed that he owns ten “ski huts” across the world. As Fortune reported in 2023, Karp claims to ski five hours a day.

When the New York Times asked him last year what his social life consisted of, he had a simple reply.

“First of all, I’m a cross-country skier, so then I do all this training,” he said. “To have an elite VO2 max, an elite level of strength, it’s just consistency and the Norwegian-style training method.”

Whether the company’s Neurodivergent Fellowship is actually real or part of a facetious gag is unclear.

A description of the fellowship on Palantir’s website invites those who excel in “pattern recognition,” “non-linear thinking” and “hyperfocus” to apply.

Ironically, the company has quickly distanced itself from diversity, equity, and inclusion (DEI) initiatives under the Trump administration — despite the fellowship arguably sounding exactly like one.

“Palantir is launching the Neurodivergent Fellowship as a recruitment pathway for exceptional neurodivergent talent,” the website reads. “This is not a diversity initiative. We believe neurodivergent individuals will have a competitive advantage as elite builders of the next technological era, and we’re hiring accordingly for all roles.”

According to the company’s tweet, the “final round of interviews will be conducted by Dr. Karp personally.”

In the meantime, we’ll have to take Karp at his word.

“The critique I get on Wall Street is I’m an arrogant prick,” he said during the NYT summit. “Okay, great. Well, you know, judge me by the accomplishment.”

More on Karp: Palantir CEO Says Legalizing War Crimes Would Be Good for Business

The post Wait, Did Palantir Just Make a Joke About Its CEO Doing Cocaine? appeared first on Futurism.

🔗 Sumber: futurism.com