Anders Bengtsson

Founder

Protobrand

Anders is founder and Chairman of Protobrand and holds a Ph.D. in Consumer Culture Theory. He dedicates his professional life to behavioral science based market research. Anders received his M.S. and Ph.D. in Marketing from Lund University, Sweden. Specialties: Banding, Market Research, Behavioral Science, Consumer Behavior

Sessions

Jun 23

11:00 AM - 11:25 AM GMT+2

Purple Stage

AI Governance / Trust

Brand Strategy

Consumer Behavior

Storytelling / Communication

AI Communications and Brand Authenticity

How does AI advertising influence perceptions of brand authenticity, innovation, and trust? Traditionally, Vattenfall had an ambition to use real people, real challenges, and talk about real impact on the journey toward fossil freedom. But advances in AI have changed how content is created. In this session, we share a study of two ads, one traditional and one AI generated, with intriguing results
Key Takeaways:
1. See how conversational AI and metaphor elicitation were used to assess ad response
2. Learn consumer opinions of AI ads, vs. the emotional connection they experience with ads themselves
3. Discover how one AI ad influenced brand perception, and how perceptions of AI may affect your brand

Also speaking

Sven Bergvall

Strategic Intelligence, Vattenfall

Speaker

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