Brand reputation has always been a core differentiator. How brands harness artificial intelligence (AI) without compromising trust and authenticity now defines reputational success. AI technology adoption is happening not only in marketing, but all around us, but in general, when presented with the choice between connecting with a human or a machine, people still resoundingly choose humans. While AI can drive personalization, enhance operational efficiency, and boost innovation, brands must reconcile the old with the new. And when you connect new initiatives to your heritage, you don’t just maintain your brand reputation—you also strengthen it.
Who’s doing it best
A Reputation for Excellence
The automotive industry, where brands are seamlessly using AI technology to enhance their reputations while staying true to their roots, is excelling at balancing AI and heritage.
BMW
BMW is a leader in using AI to deliver personalized and intuitive experiences. The My BMW App and Intelligent Personal Assistant use AI to predict user preferences and ensure seamless interactions, while BMW’s Proactive Care technology identifies and predicts service issues, offers custom solutions, and enables service centers to proactively reach out to schedule service. BMW’s messaging remains focused on its heritage of excellence and innovation, ensuring that AI is an enhancer for the “ultimate driving experience.” It also frequently deploys nostalgic posts to reinforce longstanding emotional connections to its line of vehicles and invite customers to reflect on their experiences with them.
Mercedes-Benz
Mercedes-Benz not only holds the distinction of inventing the gasoline-powered automobile but also was the first automotive brand to integrate ChatGPT into its voice assistant system. The brand rolled out the technology quickly in 2023 but involved customers all along the way, offering those in the U.S. the chance to opt in and beta-test the technology. With ChatGPT, drivers can go beyond voice commands to have conversations, asking follow-up questions and getting in-depth answers to a widely expanded number of topics. Today, Mercedes continues to iterate its use, applying the technology to safety and driver experiences.
Social media posts continue to highlight Mercedes’ previous models, milestones, and achievements while subtly reinforcing its legacy of innovation and excellence. Mercedes and BMW both ranked high on the History Factory Brand Index score for their use of heritage in social media. “The Heritage Gap” report breaks down how the two long-standing industry leaders use their heritage to drive nostalgia and authentic connections with their audiences.
A Heritage of AI
Brands in the aerospace industry are also setting the bar high when it comes to connecting AI adoption with heritage.
Rolls-Royce plc
Cutting-edge aerospace technology company Rolls-Royce plc (which split off from the luxury vehicle brand in the 1970s) has led the use of AI to predict maintenance needs and improve the performance of its engines since the late 1990s. The brand proudly positions its use of the technology as “our artificial intelligence heritage,” tracing its development and use within Rolls-Royce to reinforce that new technologies have always been a vital part of its legacy.
Taking its leadership in AI to another level, Rolls-Royce now offers its Aletheia Framework, a toolkit for the ethical use of AI, free to any enterprise looking to successfully and safely deploy AI.
Lockheed Martin
For more than 80 years, the Lockheed Martin Skunk Works® division has been at the forefront of technological breakthroughs for the aerospace and defense industries and at the vanguard of where AI innovation is taking place today, testing its use in uncrewed aircraft missions. While we know that having a track record of innovation bolsters a company’s reputation, Lockheed Martin is setting the standard for technological advancement, a testament to the enduring power of its legacy.
Takeaways: Building a Reputation That Lasts
- Understand your heritage and brand identity: As brands race to embrace AI, they must also look to their histories to understand what makes them iconic in the first place. By grounding technological innovation in these defining characteristics, brands can ensure they don’t stray from their core identities.
- Uncover your brand’s legacy of embracing what’s next: What has helped your brand navigate prior technology disruptions—successfully or unsuccessfully? Oral histories with past and current leaders can be invaluable when it comes to obtaining insights that can help this generation meet AI’s challenges.
- Share your technology story: Highlighting how AI enhances—rather than replaces—your brand heritage is critical to maintaining trust.
For legacy brands, the challenge of adopting AI lies in leveraging its potential without compromising their reputation and what makes them unique. By understanding their histories and communicating their values clearly, these brands can position themselves as leaders rather than followers in this new era.
Up next: Relevance driven by heritage
How can your brand use heritage to strengthen its reputation? Let’s talk.