Finding the right role for new tech

Working with Brand.AI, Tinder can run its existing brand assets through the platform’s model to build out a wider universe for marketing teams to use for idea generation.

“There are things that AI is great at and there are things that it is not,” Kantor said.

AI, for instance, can’t build a brand on its own—only humans can do that—but it can help suggest different directions and assess risk.

Kantor, who used to lead marketing at Meta, wanted to create something with Brand.AI that would help teams like hers understand their brand as an engine or data set.

“Not as a book, but brand as something living that serves as a GitHub for the brand owners to continually update,” she explained. “AI can help you keep fresh, can power tools for social teams and everyone to be able to tap into.”