Apple Has Entered the AI Chat – Should Other Brands Leave?

Every brand now wants to be an AI brand, in the same way most of them will likely have an expert opinion on quantum computing in six months’ time. Much as they were leaders in the metaverse in 2022. And were blockchain afficionados before that.

In today's fast-evolving tech landscape, it seems every tech and non-tech brand wants to jump on the latest technological trend. From fashion to finance, companies are racing to position themselves as AI pioneers, touting features and innovations that demonstrate they are keeping pace with the ever-shifting demands of the digital age. The buzz around AI is loud, but it’s also familiar. Some would say monotonous. This raises the question: should every brand be trying to become an AI brand? And what does Apple’s entry into the AI chat mean for the rest of the market?

Apple's AI splash

Apple's influence in technology is almost unmatched and the industry always takes note. Even if it is covering what some competitors may consider old ground. Apple’s recent foray into AI with the iPhone 16 announcement had a plethora of AI features, but many of these weren’t actually available at launch.

This signals a broader recent phenomenon, where ‘splash’ often takes precedence over substance. It’s not that Apple lacks the technical capabilities to lead in AI. However, the real power of Apple lies in its ability to create a narrative around its brand that others struggle to replicate, even if some elements are still in development.

When a behemoth like Apple can make such a significant impact without necessarily fully delivering, where does that leave other brands? In the race to adopt new technologies, companies often find themselves trapped in a cycle of trend chasing. The allure of being perceived as innovative is powerful, and there’s a constant pressure to stay relevant.

Authenticity trumps innovation

Companies feel compelled to comment on or integrate these technologies, even if they have little to no relevance to their core business model. But this can be self-destructive, adopting the latest trend for the sake of it can dilute a brand’s identity. There’s a clear difference between adapting to a technological trend and overhauling your entire business to follow it. Standing out means being different, not saying the same thing but with a quieter voice.

Whether selling to consumers or businesses, inauthenticity can be spotted a mile away. Brands risk alienating their audience by chasing trends that don’t align with their identity. There will always be new technological innovations on the horizon, but that doesn’t mean every company needs to chase each one. Some companies are naturally better suited to lead in certain technological spaces, and that’s okay. And these innovations often don’t have the immediate impact you expect them to.

For emerging brands - especially those trying to break into competitive markets like the UK - there’s an abundant need to play a different game. For them, longevity and consistency matter more than making headlines with a trendy press release. This means that new brands need to build their credibility gradually and invest in areas that differentiate but also align with their core values and mission. Otherwise, they’re simply trying to fly a kite in a hurricane.

Being patient is brave

Technology is no longer a standalone entity; it has a role to play in almost every industry imaginable. It can be tempting to think that adopting the latest trend will offer a shortcut to success. But in reality, longevity comes being unique and focusing on what you do best. Tech giants, with unmatched ecosystems of products, services, and customer loyalty, can afford to experiment with AI, aligning themselves to new approaches while still remaining true to their core identity. Other brands, especially those without the same reputation, would be wise to take note.

The companies that will stand the test of time are those that are patient, authentic, and willing to resist the urge to follow every trend. While AI is certainly here to stay, not every company needs to position itself as an AI leader. Instead, brands should focus on building what sets them apart, confident in the knowledge that authenticity and consistency will always win out over the latest craze.