IA startups bet on emotional marketing to impact a saturated market

Artificial intelligence It has ceased to be the exclusive territory of technological innovation to fully enter the creation of brands with heart. In a context in which the great models of AI tend to homogenization, startups such as OpenAI, Anthropic o Perxplexity They have understood that the battle is no longer freed in technical capacity, but in the emotional connection with users.

From campaigns with everyday scenarios where artificial intelligence becomes a nearby alidad, to great narratives where the power of this technology is demonstrated through the ‘storytelling’, these are some of the best examples of emotional marketing by rising startups.

OpenAI, Anthropic and Perplexity mark a trend

Openai He gave the first big blow to the table with an ad in this year’s Super Bowl. The company presented at the largest American television event a 60 -second announcement that positioned its AI solutions as the next great technological revolution. The piece, which arrives under the title “The era of intelligence”shows a parallel among some of the greatest advances of humanity, such as fire, airplanes and television, with Openai’s conversational artificial intelligence.

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Now, Openai has just launched its first global campaign to ChatGPTfocused on daily scenes where AI is shown as an accessible and close tool. “We want to highlight those little moments of possibility, discovery and connection”, explained Kate Rouch, CMO de ChatGPT. The different spots that make up the campaign are inspired by real examples of chatgpt use, a tool that people use in all kinds of daily activities, from cooking to study, through travel planning.

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Anthropicmeanwhile, presented the first brand campaign of Claude under the motto “Keep Thinking”with an aspirational style that reminds iconic brands such as Patagonia. The message that is transmitted is: Claude is a reliable partner to solve problems in key areas such as education, medicine or creativity.

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On the other hand, Perplexity He has been more irreverent, and in March he invested in a campaign starring Squid Games Lee Jung-Jae, parodying Google, and in May he signed Lewis Hamilton as ambassador. In this way, a strategy that goes through humor, pop culture and a more human narrative is shown.

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The challenge of trust

This turn towards emotional advertising responds to the background challenge of the public’s distrust towards AI. «If you show me how powerful you are, I may be scared. But if you tell me how you understand me and why you are part of my life, that is something I can identify », Andrés Ordóñez, CCO Global of FCB said.

The question that is usually on the table is, if These startups can replicate the brand construction that giants such as Google, Apple or Spotifybecoming authentic lifestyle brands. For now, AI ads continue to sell more category than a specific product.

This is how it is concluded that in a sector that advances at high speed, The companies of AI need more than bright algorithms to stay relevant. And that “something” is called emotions.