Charli XCX’s Viral Marketing Take Exposed a Problem AI Just Made Much Worse

The pop star’s anti-marketing post drew 5 million views and industry pushback. It also raised one question brands should take seriously.

EXPERT OPINION BY VICTORIA WATTERS, MEDIA ENTREPRENEUR

Charli XCX. Photo: Getty Images

Charli XCX handed the marketing industry its discourse of the week. She recently posted a prediction to X: anti-marketing is coming.

She was careful about the caveat—it’s still marketing, just a different mode, one she described as “more intimate, personal, private, one on one.

Less about the projection of scale.” Five million views later, the reaction split in two. A handful........

© Inc.com