AI Beyond Efficiency: How AI Can Enable Brands to Revolutionize Their Value
At the World Economic Forum in Davos 2025, leaders gathered to explore how generative AI is reshaping business strategies. Hosted by Hotwire, and sponsored by Page Society and Swisscom Trust Services, the “AI Beyond Efficiency” multi-part session emphasized how brands can use AI to drive not just operational efficiency but long-term value and deeper customer connections.
Here’s a recap of the key discussions shaping the future of brand strategy in the AI era:
Beyond Efficiency: Leveraging AI to Expand Brand Value
In the session “Beyond Efficiency: Leveraging AI to Expand Brand Value,” Till Grusche, Co-Founder and Co-CEO, House of Beautiful Business, and Heather Kernahan, Global CEO, Hotwire, warned of an AI-produced content flood in 2025. They emphasized the need for a “Beyond Efficiency Mindset,” —from our co-authored report AI Beyond Efficiency— urging brands to use AI to amplify their unique voices. They shared the framework of four core values outlined within the report : agency, recognition, impact, and intimacy.
Key takeaways:
- AI should be more than a productivity tool; it must deepen customer connections and drive lasting brand value.
- Framework for brand strategy: focus on agency, recognition, impact, and intimacy.
- Challenges: AI poses risks like bias, data privacy issues, and environmental impact, which brands must navigate.
The Future of AI in Brand Strategy
Moderated by Rochelle L. Ford, Chief Executive Officer, Page Society, Panel Discussion – The Future of AI in Brand Strategy with Stacey Jones, Chief Communicator at Honeywell, and Michele Griffin, Founder + CEO, Premier GTM, explored AI as a co-author in brand storytelling. They discussed the concept of “Shadow AI,” an invisible toolset that consumers already wield, often ahead of the companies they interact with. Understanding this unspoken dialogue—what customers are using and why—is crucial for brands as they craft their own strategies.
Key takeaways:
- AI should complement human creativity, enhancing but not replacing authentic brand experiences.
- Balancing automation and human touch are key to maintaining genuine customer interactions.
- Ethical considerations: brands must tackle data privacy, bias, and transparency issues to maintain trust.
Digital Trust and AI
In the Fireside Session – Digital Trust and AI, Christina Hirsch, EVP & President of the Board of Digital Trust Business, Swisscom Trust Services, and Heather Kernahan discussed trust as a critical element in AI. Christina outlined three pillars: cultural commitment, balance between security and user experience, and proactive regulation. Brands must weave these elements into their narrative, not as afterthoughts but as the backbone of their plot.
Key takeaways:
- Embedding trust into company culture is essential.
- Balancing security with user experience is key for fostering trust.
- Brands must actively shape the future of AI to build credibility and ensure long-term success.
Ethical Choices in AI: Balancing Innovation and Responsibility
In the session “Ethical Choices: Balancing Innovation and Responsibility,” Alina Timofeeva, Senior Advisor for Technology, Data, AI, Cybercrime and Tech Risk, and Nadia Morozova, Chief Analytics & Insights Officer, Enriched Insights, in conversation with Heather Craft, North America CEO, Hotwire focused on AI’s ethical challenges. They stressed the need for high-quality, inclusive data and long-term cultural change. AI isn’t just a tool; it’s a culture shift. To use it responsibly, brands must invest in long-term cultural change, both internally and externally.
Key takeaways:
- Data ownership is complex and must prioritize consumer consent and privacy.
- Human-centric AI development requires diverse input and a focus on eliminating biases.
- Ethical risks, such as reputational damage, must be considered alongside ROI in AI investments.
- Future technologists should be educated in ethical standards, akin to other high-responsibility professions.
Embracing AI for a Trustworthy Digital World
As we navigate this new chapter, the question isn’t whether to use AI, but how to wield it responsibly to craft meaningful brand narratives. It’s potential to reshape brand strategy is immense, but it comes with ethical responsibilities. Companies must embrace AI with transparency, human-centered values, and a commitment to building trust—ensuring AI’s role is both transformative and responsible. At Hotwire, we are committed to leveraging AI to help brands build trust and create impactful digital experiences.
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