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Why Text-to-Image AI Requires a New Branding Mindset

Text-to-image generative AI tools let any consumer become a designer. In this new landscape, consumers and brands like Heinz and Coca-Cola are cocreating campaigns. Brand managers must shift from guarding brand identity to enabling customer participation — which entails seizing opportunities and navigating risks. The authors offer advice on creativity, control, and how to experiment safely.

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