Beyond Algorithms: Why AI Values Matter for Your Brand
by Lisa Peyton and her team of AI superheroes
I’ve have always loved Jonah Sachs’ work on empowerment marketing – the idea that the most resonant, resilient brands aren’t just selling products; they’re championing values. They don’t push people toward consumption. They invite people into a story. A movement. A better version of themselves.
It’s a powerful reminder that great marketing isn’t just about features or even benefits—it’s about alignment. With purpose. With values.
And that got me thinking… if the best brands are built on values, what happens when we bring AI into the mix?
In today’s marketing landscape, we’re weaving generative AI into everything from strategic research to content creation to customer engagement. But here’s the kicker: these AI systems – these large language models – have values, too. Just like us.
So, if you’re committed to building a values-driven brand (and I know you are), it’s time to ask: Are your AI tools reflecting those values?
The AI Values Revolution
In a groundbreaking study, researchers Jordan Loewen-Colón, Benedict Heblich, and Marius Birkenbach dove deep into the “personality profiles” of leading large language models (LLMs). These aren’t just systems crunching data and spitting out text—they’re expressing values. And not in a fuzzy, metaphorical way.
The team used the Portrait Values Questionnaire-Revised (PVQ-RR)—a gold-standard tool for assessing human values—to evaluate nine of today’s top LLMs. The result? Detailed profiles that mapped how each system aligns with 19 distinct values like caring, self-direction, achievement, and tolerance.
Note: These profiles are based on the models’ responses to specific prompts. While highly informative, they don’t represent every behavior the LLMs may exhibit across all interactions.
Yep, the AI knowledge machine has values. And they show up in every interaction.
Why This Should Matter to Marketers
AI is now baked into nearly everything we do: from writing social posts to powering customer chatbots to helping shape brand voice guidelines.
This new research reveals that your choice of AI assistant is a value alignment decision. It’s not just about output quality—it’s about whether the personality of the AI aligns with your brand’s ethos.
Consider this:
- A sustainability-focused brand using an AI that doesn’t prioritize environmental care?
- A disruptor brand powered by an AI that leans toward tradition and conformity? Yikes.
- A healthcare provider backed by a system that lacks benevolence or empathy? That’s a trust gap waiting to happen.
When there’s a mismatch between brand values and AI values, the result is subtle but powerful dissonance. And that can erode customer trust fast.
Meet the LLMs: A Values Snapshot
The research gave us an illuminating look at how the top LLMs stack up when it comes to core values. So I’ve translated that data into plain English—specifically for marketers who want to make savvy, strategic choices.
| LLM | Top Values | Potential Brand Alignment |
| ChatGPT | Self-Direction, Universalism | Innovation-focused brands, educational institutions, global enterprises |
| Claude | Benevolence, Universalism, Humility | Healthcare organizations, NGOs, community-focused businesses |
| Gemini | Security, Achievement, Conformity | Financial institutions, enterprise solutions, regulated industries |
| Llama | Self-Direction, Stimulation, Universalism | Creative agencies, media companies, startups |
| Mistral | Achievement, Power, Security | Competitive industries, luxury brands, security-focused enterprises |
This isn’t about right or wrong—it’s about fit. Your AI tool should walk the talk of your brand.
So, What’s a Marketer to Do?
Here’s the good stuff—four ways you can apply this insights-driven approach starting today:
1. AI Platform Selection
Pick an LLM whose values reflect your brand and the specific task you are completing. A climate-conscious nonprofit? Claude’s benevolence and universalism may be a great match. A fintech startup? Gemini’s vibe may be right up your alley. Depending upon your role, you may align each of these LLM’s and the values they depict to your specific task, client, and desired output.
2. Prompt Engineering
Already using an LLM that’s not perfectly aligned? No problem. Great prompt engineering can help bridge the gap. Just craft your inputs to steer the system toward your brand’s core values.
3. Brand Consistency Monitoring
Audit your AI’s outputs. Create a process to check that the content it produces actually reflects your brand’s voice, tone, and values. Don’t just set it and forget it. LLM’s are updated frequently – and their values may change over time.
4. Transparency Communication
Let your audience know why you chose the AI you did. Show that you care about value alignment—and ethics. This kind of transparency is becoming a real differentiator.
Looking Ahead: The Future Is Values-Driven
This is just the beginning. As LLMs grow more sophisticated, we’re likely to see:
- Custom-trained LLMs that express unique brand values by design
- Filtering layers that adjust a general LLM’s value expression
- Prompting frameworks that allow you to nudge the AI more precisely
We’re heading into an era where AI tools won’t just do things for your brand—they’ll be part of your brand identity.
AI is no longer just a tool—it’s a voice, a presence, and a value carrier. And in a world where customer trust and authenticity matter more than ever, getting this alignment right can make or break a brand experience.
Stay tuned for more on how to build values-conscious AI into your marketing stack. And if you’re experimenting in this space, hit me up—I’d love to hear what you’re learning.
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