If AI is becoming part of the buying journey, how should brands actually prepare?
In Part 2 of this series, Aves moves from theory to execution, breaking down the research process behind building a brand that's positioned for both human buyers and AI recommendations.
The episode covers how to identify market white space, analyze competitors, build stronger personas, and create messaging that supports both brand storytelling and long-term brand reinforcement.
You'll learn:
• Why competitor research should go beyond direct competitors
• How AI search can uncover opportunities in your category
• A framework for identifying untapped market positioning
• Why broad messaging is becoming less effective
• How to build personas from real customer behavior
• The message box framework for stronger creative strategy
Whether you're building a DTC brand, leading creative, or thinking about the future of ecommerce, this episode offers a practical framework for developing strategy before you ever make an ad.
00:00 Why most brands market the wrong way
01:39 Part 2: AI shopping strategy
04:31 Brand storytelling vs. brand enforcement
06:23 Where every creative strategy starts
07:20 Building a competitor matrix
12:06 Using AI search to find market gaps
15:25 Finding your brand's white space
18:55 Why niche beats broad
21:17 Building personas from research
23:01 The muse framework for better creative
24:57 The message box framework
26:19 Turning research into strategy
28:15 Preparing for AI-driven Q4 shopping
29:13 What's coming in Part 3
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
Subscribe on YouTube: https://www.youtube.com/@DTCPodcast
Subscribe to DTC: https://www.directtoconsumer.co/
Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
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