October 29, 2025

Claude Listens – What Does This Mean for Brands?

Illustration of a fluffy purple heart with the green letters “AI” in the center. Above it, the text reads “AI Empathy for Brands” on a white background.

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The idea that people are using AI not only as a tool but as a companion in their daily lives is no longer just a vision, but a reality.

In a recent post, Anthropic highlighted how Claude, the AI, is increasingly being used for personal support and interpersonal conversations – not just for traditional tasks like research or content creation. People are asking Claude questions about personal matters such as relationships, fears, or everyday decisions. This shift demonstrates that the human interaction with AI is increasingly becoming about emotional support, not just technology, and that’s more than just a trend.

For brands, this means: To stay relevant in the future, they must do more than simply provide facts and sell products. Brands need to learn how to listen, build relationships, and establish trust. This is exactly what Claude teaches us.

AI Becomes a Companion – Not Just a Tool

Claude is increasingly being asked for advice beyond traditional business-related queries. The questions range from personal topics like "Should I quit my job?" or "Why do we argue so much?" to deeper emotional struggles. This type of interaction shows that people are becoming more willing to open up to AI when they feel understood.

For brands, this means that communication with consumers can no longer be limited to simply exchanging information. To succeed in the digital space, brands need to resonate – creating emotional connections that go beyond simple product information. Brands need to learn how to perceive and understand their audience’s needs before offering solutions.

From Product Logic to Relationship Skills

Brand communication once followed a one-way model: brands send messages, and consumers receive them. Those days are over. With the development of Large Language Models (LLMs) like Claude and ChatGPT, it’s no longer just about push communication. It’s about real, two-way conversations.

The crucial question for brands is: How does your brand respond when asked a question? And just as importantly: What does it not say? The dialogue between a brand and its consumers must be shaped by a clear stance. This means brands must not only deliver content but also actively listen and respond to what customers are saying.

Brands need a new understanding of communication – one that’s based on relationships, not just product sales.

Brands Need Digital Empathy

Successful communication with consumers via AI-driven interfaces requires a brand voice that not only delivers the right facts but also has an understanding of moods and emotions. Language models like Claude react not only to facts but also to the emotional context of communication.

For brands that want to stay visible and successful in this new digital space, they must clearly define their brand voice. This voice should be empathetic, authentic, and adaptable. The brand voice should be designed to address the consumer’s needs in a dialogue while also communicating the brand’s values.

The key factors for successful digital communication are:

Empathy: Brands need to put themselves in their consumers’ shoes.

Precision: Brands need to deliver clear and valuable answers.

Responsiveness: Brands need to react promptly to inquiries and needs.

Read more about this in our blog article „The Future of Voice Assistants“.

Trust Is Built Through Responsibility

Claude proves how important transparency and responsibility are in digital communication. The AI does not provide medical advice or diagnoses; it refers to professionals and is deliberately cautious in its statements. This restraint is a key part of the user experience and a model for brands using AI in their communication strategies.

For brands, this means:

No Empty Promises: Brands should remain realistic and not overestimate their capabilities.

Clear Boundaries for Automation: When using AI, it should be clear when the technology works and when human expertise is needed.

Prioritize User Well-being: Brands should always act in the best interest of their customers, even if it means limiting the use of AI or automation.

Read more about this in our blog article „The Key to Brand Sucess in 2025“.

The Future of the Brand Is Conversational

Claude shows us that the future of AI is not just about providing answers but about maintaining relationships. When people seek advice, it’s not only about technology; it’s about a sense of belonging and trust. For a brand to succeed in this new, digital intimacy, it requires more than just strong messaging – it needs a clear stance, a strong voice, and genuine listening.

Find out more about the strategic benefits and relevance of AI in marketing in our blog article „More Impact through AI“.

Let’s Talk Conversational Branding

Are you ready to make your brand conversational? We’re here to help you transform your brand with a clear voice and empathetic user experiences – strategically sound and technologically intelligent. More on this.

Get in touch with us today, and let’s build authentic brand communication together.

FAQs:

What does it mean to have a “conversational” brand?

A “conversational” brand is more than just a channel for offering products and services. It sees itself as an active conversation partner for its audience. This brand listens carefully, responds to consumers’ questions and needs, and engages in a dialogue based on trust and empathy. The key is to view communication as a two-way street and build real relationships. A conversational brand also listens in tough situations, responds constructively to feedback, and creates a space for honest, respectful conversation. It strengthens consumer trust by taking concerns seriously and communicating in a way that’s human and authentic.

How can AI build consumer trust?

AI can build trust by not only serving as an efficient tool for solving practical problems but also through its ability to act empathically and transparently. When consumers interact with AI, they often seek more than just a factual answer – they want to feel heard and understood. AI should never make empty promises or create unrealistic expectations. It should be realistic, restrained, and honest in its communication. For instance, AI should set clear boundaries about when it can assist and when it’s better to refer to experts. This builds trust, as consumers feel their needs are genuinely taken into account.

Why is a clear brand voice important?

A clear brand voice is essential because it provides consumers with direction and maintains consistency across all communication channels. It ensures that people can identify with the brand and that the brand is perceived authentically. A clear brand voice builds trust, as consumers know they’ll be addressed in a clear, respectful, and empathetic way every time. This voice is the foundation of the brand-consumer dialogue, helping not only to inform but also to create emotional resonance, fostering deeper connections. It’s crucial that the brand voice aligns with both the brand’s values and its audience’s needs.

What role does empathy play in digital communication?

Empathy in digital communication goes beyond just understanding the needs and concerns of consumers. It means putting oneself in their shoes and responding in a way that demonstrates their feelings, concerns, and desires are understood. Empathetic communication helps brands build a deeper emotional connection with their consumers. In the digital world, where distance can often exist, empathy bridges the gap between the brand and the consumer. It ensures that the brand is seen as a partner who understands and cares about its customers. Empathy helps resolve conflicts, strengthen trust, and build long-term relationships by showing consumers that the brand is on their side—even in difficult times.

How can my brand use AI responsibly?

Responsible AI use means ensuring that AI technologies are deployed ethically and that consumer privacy and security are maintained at all times. It begins with informing consumers about how and why AI is being used and establishing clear boundaries for what AI can and cannot do. Brands should also ensure that AI does not make discriminatory or unethical decisions, and that data usage is transparent and in compliance with privacy regulations. Responsibility also means designing the interaction with AI so that consumers feel respected and secure. A brand should never place more trust in AI than it deserves, and always offer the option for human interaction when necessary. Ultimately, AI should be seen as a tool that assists and supports consumers, not replaces them or makes decisions without proper human oversight.

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Nick Meyer CEO at DAVIES MEYER

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