AI-powered brand management,
imagined for BCG.

Most enterprise brand work assumes a centre that produces and a periphery that consumes. The centre writes the guidelines. The periphery applies them, badly, in PowerPoint.

We argued the opposite. The brand should sit in the system, not in the deck. Anyone in the firm should be able to commission a compliant asset without speaking to the centre at all.

A working interface. A partner types a brief in plain English. The system returns a deck, a one-pager, and a social cut, all on brand, all editable, all traceable to the source guideline. The partner can ship in the time it used to take to get the meeting.

The proposition wasn't about replacing creative judgement. It was about removing the parts of the brand operation that don't need judgement at all. The interesting work is what people do with the time they get back.

The prototype was the deliverable. It made the case for AI as infrastructure, not feature, in a category that had mostly seen AI as a content generator.

BCG continues to be a client. The work this proposed sits behind a confidentiality boundary; what is shareable is summarised on this page.