Legacy Brands Must Choose the Right Field to Stay Relevant in the AI Era

Moti Saraf, founder of Saraf Communications and Strategy and co-founder of Brij AI Lab, delivered a keynote at Globes' MAD conference discussing the challenges legacy brands face in the age of artificial intelligence. Saraf defined a legacy brand as one that remains relevant, anticipates competitors, and consistently performs at the right time. He emphasized that legacy brands must not only stay in the game but also select the right playing field to maintain relevance.

Saraf highlighted the tension legacy brand managers face between honoring their heritage and appealing to younger audiences to stay fresh. He noted that attempts to appear younger do not always succeed, and the key test for a legacy brand is balancing these opposing forces to remain relevant. Addressing the AI-driven future, Saraf warned that by 2027, AI will exponentially increase complexity, making it nearly impossible for brands to stay relevant without adapting to autonomous content creation and distribution.

He described the transition to this new reality as a harsh bridge that brands must cross to survive. Saraf explained the importance of understanding narratives, signals such as posts, tweets, or regulations, and their context and virality to manage brand reputation effectively. He illustrated his point with a soccer analogy, noting that while players spend 30% of the time running and 70% walking, top performers like Messi achieve 95% better results by positioning themselves optimally.

Saraf also shared insights from a team of young veterans who developed a system to analyze signals and narratives, helping brands identify risks and opportunities in real time. For example, a food company facing criticism for price hikes can use such a system to navigate public perception strategically. The conference was sponsored by Bank Hapoalim, El Al, Nespresso, Bezeq, Tnuva, Mifal HaPais, Wolt, Macallan, and Noor.