AI can help brands create crap or genius

AI is changing work and the world. It’s also inevitable, so a head-in-the-sand approach is fatal.

Many brands are using AI to add to the giant pile of crap marketing out there — a losing strategy in my calculation.

In an infinite pile of crap, truly great creative — emotional, visceral, laugh-out-loud-funny creative — will win. It’s not a volume game anymore (I never fully bought into that game anyway). Quality will win. Algorithms will surface quality.

AI is a tool. It can help brands create crap or genius — we get to choose.