How marketers can navigate the risky paradox of brand AI

Editor's Note: The following is a guest post from Iain Ellwood, chief growth officer at WPP's Group XP. If you've noticed a seamless feel when interacting with Tesla, from its vehicles to its customer service, or enjoyed similar approaches from Amazon or Ikea, you know that meaningful, connected brand experiences have become the lifeblood of today's most successful companies. The more we study the nature of these experiences, the more their benefits are becoming measurable and a key tool for growth. In fact, backed by 4.6 billion data points, our Group XP Experience Index ranked the world's biggest brands according to the quality of their experience, finally proving what we all knew to be true: Brands that invest in experience outperform the market by over 50%. As more of the world's top brands invest in experience strategy and design, the writing's on the wall for product-driven CEOs -- it's time to take these brand experiences seriously or die.