Connections between AI, research and people: the experience at the center of brand visibility

TSW meets with customers to investigate new brand experiences with AI

People’s experiences with brands are constantly changing. Contexts change, tools change, expectations change. And TSW has always been there, where these experiences are formed: to listen, observe, understand. Today, a new intermediation, that of artificial intelligence, makes it even more urgent to understand how people seek, what they find, and above all, who they are led by (and whom they trust!) in the decisive moments that influence the experience and guide their purchasing choices.

It is from this urgency that TSW has chosen to bring together some of its clients – including Ducati, Juventus, Banca Progetto, Banca Sella, Faba, Cigierre (Old Wild West, Wiener Haus), Tecnica, Ca’Savio and Cassina – in a round table inside its lab, a place designed to listen, explore and design together.

A precious moment of discussion, in which experiences, questions and visions intertwined to reflect on a crucial issue: what happens today to the end customer experience when the answers come from an artificial intelligence, without the brand always being able to decide how to be represented?

People observation at the center

It’s not just about AI: the heart of TSW’s thinking remains, as always, the observation of people. Understanding how they search, what they ask for, what answers they receive and how these influence their trust, their perceptions, and ultimately their decisions.

The meeting accompanied the participants on a journey that led to a change in perspective: artificial intelligences, often perceived as black boxes that process and return inaccessible answers, can begin to be observed, questioned, understood.

This is where the project that TSW presented fits in: a completely new approach, born from the union of its historical skills in SEO and qualitative research with the targeted use of AI not to replace human experience, but to amplify it and systematize it.

From research a new approach to AI experience and brand visibility

Through the automated analysis of people’s authentic questions on brand topics, and the systematic interrogation of the main generative linguistic models, it is possible to shed light on what previously remained opaque: the way in which AIs build and narrate brand identities. A fundamental step to return a contextual measure of this narration and transform it into a strategic asset, capable of orienting visibility strategies in a direction truly aligned with the brand’s voice.

“We are not interested in AI per se: we are interested in the experience that people live when they interact with AI. We have always observed the relationships between people and brands, and today that relationship also passes through generative models that tell, respond, influence.” This is how Christian Carniato, CEO and founder of TSW, explains this approach. “With this project we have chosen to shed light on this new space of experience, to understand it thoroughly. Because only by knowing it can we help companies take care of it, with the same attention and depth that we have always put into listening to people.”

In this sense, the story of AI becomes a strategic junction, a new dimension of brand visibility that requires care, listening and planning. Because even what AI says about a brand is an integral part of the experience that people live.