In the world of marketing, brand anthropomorphism can be a powerful mechanism for connecting with consumers. It’s the tactic of giving brand symbols people-like characteristics: Think of Tony the Tiger and the Michelin Man. Today some companies are taking brand anthropomorphism to a whole new level with sophisticated AI technologies.
When AI Becomes the New Face of Your Brand
Executives will have to make three new types of decisions.
June 27, 2017
![](/resources/images/article_assets/2017/06/jun17-27-hbr-cat-yu-ai.jpg)
New!
![](/resources/css/images/hmm/HBR-learning-icon.png)
HBR Learning
![](/resources/images/hmm/Course_Illustrations/Digital_Intelligence_Course/topic_landing_page_1400.png)
Digital Intelligence Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Digital Intelligence . Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Excel in a world that's being continually transformed by technology.
Learn More & See All Courses
New!
HBR Learning
![](/resources/css/images/hmm/HBR-learning-icon.png)
Digital Intelligence Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Digital Intelligence . Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Excel in a world that's being continually transformed by technology.
![](/resources/images/hmm/Course_Illustrations/Digital_Intelligence_Course/topic_landing_page_1400.png)