Ikea's CMO: Why LLMs Are the New Brand Battleground

The New Brand Frontier: LLMs

In a world where large language models (LLMs) are becoming the go-to source for information, brands are facing a new challenge: their entire digital footprint, from ad campaigns to annual reports, is being fed into AI algorithms. As Vincenzo Riili, global CMO of Ikea Retail, puts it: "It’s not only about communication anymore, it’s also about other elements that go and get fed into the algorithm."

Consistency is Key

Riili believes that brands must maintain a consistent value proposition across all touchpoints. Ikea’s longstanding promise of "beautiful, affordable furniture for many people" positions it well for the LLM era. In contrast, brands that have historically shifted their messaging for short-term gains are now struggling because AI can’t discern what they stand for.

This sentiment was echoed by Jon Roberts, chief innovation at People Inc., who declared that publishing has entered a "brand era" where the brand transcends any single channel. He warns: "AI just scales bigger and cheaper than you will ever do."

The Fundamentals Still Matter

Despite the tech hype, Riili emphasizes that the old basics—emotional connection, distinctive proposition, and consistency—are more important than ever. AI’s role is to amplify these fundamentals at scale and with local relevance. At Ikea, the AI journey has moved from speed and productivity to effectiveness and better decision-making, but Riili cautions against over-reliance: "I think in marketing we are still not there when it comes to creative and when it comes to producing content." For now, AI is a companion, not a replacement.

Creators and Brand Consistency

With operations in many countries, Ikea relies on creators—from professional influencers to passionate co-workers—to maintain a local presence. Riili insists that partnerships must be a "win-win" for the brand, creator, and consumer, allowing creators to speak in their own voice while adhering to non-negotiable brand values.

The Rise of the Brand Brain

A recent Dentsu Creative CMO survey of 1,950 senior marketers reveals that 81% expect AI agents to make strong brand preference more important than ever, and 78% worry that these agents will make their brand experience invisible. Patricia McDonald, global chief strategy officer at Dentsu Creative, predicts a shift from a brand book to a brand brain that influences every organizational decision. "The brand will become much more important than it has been for decades," she says.

As LLMs continue to shape how consumers interact with brands, the message is clear: consistency, distinctiveness, and emotional connection are the pillars that will keep brands relevant in the AI age.