Brand Led Growth project | Adri AI

Step 1 : Crafting the Core Value Proposition for Brand

Understanding the Product

Product

At a very basic level Adri AI is an all shop stop for AI warranties & insurance policies which aims to mitigate risks and cover losses caused due to perils that could ultimately be attributed to AI malfunctions or underperformance.

Their customer benefits include :-

AI performance Guarantee.
AI copyright and Fairness Guarantee.
Risk Management Framework & Analysis for companies that want to work with systems that require compliance & risk management to ensure that AI systems run smoothly and in accordance with set rules and regulations.
Underwriting AI insurance policies by ensuring that companies pay for what they need while making a thorough assessment in accordance with objectives and requirements of the company before getting the best quotes from top insurance providers. - Consider it as a gap analysis where Adri AI connects companies to best insurance providers by keeping the best interests of company in mind.

Customer Pain Relievers / Pain Points that the company is trying to Solve :-

Even today when every company out there is trying to include more and more artificial intelligence aspect or at-least a part of that into their product to either run basic operations of the company or to provide offerings in a more user personalised format, the reason to buy warranty or insurance for those AI systems remains unheard of or is something that companies ignore while they keep on expanding their AI operations in more directions to cater their clients in a more effective way. Result -> In occurrences where ultimately AI fails to perform tasks up to expectations the losses incurred due to those misfortunate instances shoots up which in long run hurt both companies reputation and performance in market.

The mindset that Adri AI is trying to create is that the companies should get over the inertia and inculcate the willingness to rethink over their AI products and offerings as to whether they require a safety net for those systems for them to run smoothly and if yes, how can that be done in the most effortless way possible.

Market

This category is fairly new and neither well established nor well known apart from a few big AI based companies that operate in AI space or AI companies that actively look for insurance/warranty for their products and services.
Adri AI works with insurance companies actively to underwrite and get quotes from in order to provide insurance and performance warranties. Some of these insurance companies are Munich Re & Beazley

Company	Use Case	Leverage
Munich Re	Leading AI insurance provider, offer innovative insurance solutions for new and emerging risks,	Adri partners with Munich Re
Beazley	Cyber Insurance, looking to expand into AI reinsurance	Offers active brokerage program

There are other insurers in this space with which Adri AI partners and can partner with inorder to serve client needs. At present there may be other brokers and likewise brokerage companies who serve AI warranty and insurance to their clients but the space is still nascent and so companies in the space are not more competition but a helping hand to push the product further.

Category perception

Insurance is bought because of fear
Insurance is intimidating
The whole process of buying, transactions and claiming is complex and super overwhelming.
One should go with a big brand because it is easier to settle claims with them even if it's late and they have a customer service.
What is AI Insurance and do the pros weigh the cons

What is the JTBD of the brand

Mind Map - Frame 1.jpg

Adri AI is a push product and operates in a category which isn't mature, So the main focus points for the brand should be :

a. Awareness and need.

b. Build trust (that it handles scale and has the capability to execute)

c. Differentiation

Mind Map - Frame 2.jpg

ICP INSIGHTS :-

Company Revenue Stage : All stages ; offering AI use cases within their products.

Industry Domain: Retail, E-commerce/D2C, Hospitality, Automobile,Robotics, Financial etc

Marketing: Markets their AI use-cases and spends a part of their revenue in the communication strategies

Location: US/Global

Communicates with their clients through services sold to them or served to them , for example AI software to boost operations.

Non - Negotiable	Negotiable	Aspirational
Able to access the policies	No spam	Financial Security
Make informed decisions	Time to negotiate	Feel cared
To safeguard their AI health

Core Value Proposition

For the AI first companies who needs a trusted solution to safeguard their AI services Adri AI is their goto AI warranty provider that protects against AI malfunctions as well as cover their losses

Step 2 : Brand Footprint

Building the Insights :

Category Insights	User Problems	User Non-negotiables	User Aspirations
Insurance and warranty is often spam	Transactional	Take informed decisions	Financial Security
AI insurance is difficult to understand	Lack of trust	Security assurance	Make most out of the warranty
It is misleading and difficult to trust	Lack of awareness	Taken care of at each step	Overall AI health & performance
For what use-cases do we even need warranties	Unsusre about why and where to spend money

Building Brand Wedge :

If [ the AI-insurance industry's perception ] is
Spam, difficult to understand, misleading & unwanted

and the companies feels
A lack of trust, awareness and they think it's just another transaction

Then [Adri AI] will always be a

Constant AI-care companion & Educate first rather than pushing sells .

How will the brand look?

I am caring & friendly but not pestering

How will the brand speak?

I will always be straightforward and to the point but never be rude

I will always be quite informative & well researched but not patronising

I will always be helpful and opinionated just like a friend but never be intrusive

How will the brand behave?

I will educate & empower but never overpower, ultimately the choice is of users to make decisions

I will always be driven but never be pushy

Step 3 : Applying the Footprint

How you talk to user?

Ensuring that brand follows the core value prop , wedge and choice of words including the way the senteces are structured. Call on all CAPS, small case or camel case formatting.

How you visually appeal to users?

Are the colors invoking the right brand perception
Are we solving for right things about visual design on every single touchpoint

How to behave with users

Privacy policy
refund policy
Spam policy
Call and message scripts from point of contact
IVR flow of escalation service
. Average time to get back to customer
. Average time to solve a customer query
. Customer Satisfaction
Chatbot flow if relevant
Recommending cross selling product to users
Prevention of misselling of any product
Turnaround time to replace or change a service