# Create Brand Journey to Win The AI Age: CEOs, Customers & Brand Experts Co-Create_Joanne Z. Tan_Season 2, Episode 94

Page: https://stenobird.com/podcast/10plusbrand-533643/create-brand-journey-to-win-the-ai-age-ceos-customers-brand-experts-co-create-joanne-z-tan-season-2-episode-94
Text version: https://stenobird.com/podcast/10plusbrand-533643/create-brand-journey-to-win-the-ai-age-ceos-customers-brand-experts-co-create-joanne-z-tan-season-2-episode-94.md
Podcast: [10PlusBrand](https://stenobird.com/podcast/10plusbrand-533643)
Published: 2026-05-21T06:52:47+00:00
Episode link: https://branding10plus.podbean.com/e/create-brand-journey-to-win-the-ai-age-ceos-must-learn-from-steve-jobs_joanne-z-tan_season-2-episode-94/
Audio file: https://mcdn.podbean.com/mf/web/v5wspyn2sxvhzrbm/brand_journeyaf7xu.mp3
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Duration seconds: 782

## Resource

AI search is rewriting who shapes the brand journey. Learn how to create brand journey as a collaborative co-creation among CEOs, customers, outside brand strategists, and internal marketing teams to win in the AI age. 👉 Watch this as a 13-min YouTube video 📖 Read the full article 📬 Subscribe to our free Newsletter: https://10plusbrand.com/newsletter-subscription/ To create brand journey in the AI age, you have to learn to share the road. One-third of all web traffic now comes from AI chatbots and agents. AI search is growing 150% month-over-month. And 87% of AI-assisted traffic comes from ChatGPT alone. The brand journey your customers experience is no longer yours to control — it is a co-create collaboration among your CEO, your internal marketing team, your customers, and outside brand strategists who can "read the label of the jar you're in", per Joanne Z. Tan. Brand memories and brand equity are not built through paid media alone. Research from Kantar shows that 75% of brand equity comes from the direct brand experience customers have with your brand — not from advertising. That means the brand experiences you design, the brand stories your content creators and your customers tell, and the signals you send to AI search tools all shape how your brand is perceived, recommended, and remembered. Nike, Apple, Diet Coke — iconic brands did not lose their identity when their audiences took the wheel. These brands co-create with their communities of customers, influencers, internal and external branding and marketing experts, and top leaders. That's why they pivoted quickly, and turned cultural moments into brand equity. That is the playbook for the AI age. Joanne Z. Tan argues that CEOs must be personally involved — the way Steve Jobs was hands-on with font style, the ro…

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## Transcript

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