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Technology

Artificial Intelligence

Beyond the prompt: the challenge of deepening AI brand relationships

Kate Whittle,

Sr. Vice President + Portfolio Lead, ...

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Technology

Artificial Intelligence

Beyond the prompt: the challenge of deepening AI brand relationships

Kate Whittle,

Sr. Vice President + Portfolio Lead, Enterprise Tech

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June 24, 2026

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To break free from the hype cycle, AI brands must move beyond functional utility to create connections grounded in human identity and behavioral science. They need to resonate with users’ identities, create emotional relevance and build behavioral stickiness. Because if users lose nothing by switching, you’re not a brand. You’re a tool.

Shiny, but still commoditized

Frontier AI tools such as ChatGPT, Gemini and Claude are incredible, but let’s be honest: the experience still starts with a lonely, blinking cursor. These brands excel in accessibility; they’re always on, always available. But accessibility is just one of

six key drivers of growth

– and it’s one of the most commoditized traits in the entire technology category. Alone, it doesn’t allow the user to build a strong relationship with the tool or the brand.

The constant drumbeat of model upgrades doesn’t help. Every new LLM version encourages users to flock to whatever is fastest or newest. Users hop between AI tools with almost no friction and, more importantly,

with no sense of loss

. When there’s no memory, no continuity and no investment in identity, the relationship remains transactional. It’s utility, not connection.

To break free from the hype cycle, AI brands must move beyond functional utility to create connections grounded in human identity and behavioral science. They need to resonate with users’ identities, create emotional relevance and build behavioral stickiness. Because if use

来源: Brave/thedrum.com

采集时间: 2026-06-24 20:17:10