Think about it. AI can now churn out thousands of variations of an ad. It can test them, optimise them, and basically train itself to be a brand’s own marketing department. Sounds efficient, right?

Well maybe not, if you haven’t laid down the foundations of how your brand should go to market.

Without a clearly defined brand world, identity, visual language, concept construct, tone of voice, all those AI-generated assets risk being as generic as Puma’s first completely AI generated film.

And, in a world where everyone’s got AI, how is your brand going to stand out?

Many marketers are obsessed with tactics instead of strategy. The situation we’ve found ourselves in is a perfect example. We’re all getting........

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