Brand equity — that intangible asset that sets your brand apart and directly impacts its success, can either flourish or wither at the hands of artificial intelligence (AI). Using artificial intelligence in your external communications can be a threat to any brand equity you’ve built up, but does this mean you shouldn’t use it at all? In this article, we’ll explore the delicate dance between technology and human connection, exploring the AI risks when it comes to your brand equity. What is brand equity? Brand equity is the value gained from a consumer's perception of a company, service, or product — beyond its functional attributes. It is the cumulative effect of various factors that contribute to how a brand is perceived, recognized, and differentiated from others within its industry. There are four main elements of brand equity: Brand awareness: The recognition and familiarity consumers have with a brand. If a customer has strong brand awareness, they are more likely t...