Sven Bergvall is a strategy and insights specialist with extensive experience in brand strategy, consumer insight, and market analysis across a wide range of brands. He has previously served as Strategic Advisor at Evidence Strategy and was globally responsible for brand insights at Ericsson. Sven holds a Ph.D. in Marketing and Brand Management from the Royal Institute of Technology, KTH, in Stockholm. His expertise spans brand building, communications strategy, strategy implementation, measurement and accountability, consumer decision-making, consumer behavior, research, and analysis.
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
