Linda Bernardi, author of The Inversion Factor, believes that we are on the cusp of the biggest ever disruption in brand and product marketing. In her session, she explained how AI is changing the rules of the game and how in the future your brand might become your greatest enemy.

These days, when creating a product, Bernardi said its crucial to build based on needs and experiences, instead of product, first, with the IoT morphing the way consumers approach their experience-based mind set.

“You need to understand what the consumer experience is all about,” she added of the paradigm shift. “If you are resisting, you’ll go to the back of queue,” she added of the ‘products to needs to experiences’ flow.

“In the non-inverted world, consumers would bend over to adjust to what the company would give them,” she said, adding that vision wasn’t very important. However, in the new world, “vision is reality” and it needs to be super bold and very, very different.

“Disruption is good, if we don’t disrupt we’re not really going to achieve anything.”

She continued that, in the new mind-set, rules come years after building a product: “Airbnb didn’t stop to figure out taxes”. “If you spend too long, an opportunity is gone; either you go to customers and help them do what they are doing, or you help them do something totally different.” In the new version of companies, ‘brand’ is a limitation.

Bernardi described the three categories of AI – standard like algorithms, generalised like complex thinking and super-intelligence – but she added that we are currently nowhere near independent thinking.

“Innovation and tech are only two pieces of inversion,” she concluded. “Culture is the new brand.”