4d (edited) • Water Cooler
Marketing & AI — Creatives Can Win
I just read a great article on Marketing and AI, and have been inundated with news of how AI will be the deathknell for industry creatives. THAT'S JUST NOT SO... at least for THE BRAVE.
Let the top 2 bullet points sink in...
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The Growth Newsletter #330:
AI ISN'T BUILT FOR MARKETING
AI is great at finding the most likely answer, but great marketing works by being unexpected and distinctive. That creates a fundamental conflict:
- AI = consensus
- Marketing = differentiation
So when companies rely too heavily on AI for branding, positioning, and messaging, they naturally start sounding the same.
KEY POINTS
- LLMs are prediction engines. Tools like ChatGPT generate the statistically most probable next words based on existing patterns. That works well for tasks needing accuracy or consistency, but poorly for originality and brand differentiation.
- The problem isn’t “bad AI copy.” The real issue is companies using AI for strategic decisions.
- AI pushes brands toward sameness.The article points to examples like cybersecurity companies all using nearly identical AI messaging and branding. Consumers increasingly notice and dislike generic AI-generated content.
- Research suggests AI reduces creative diversity at scale. One cited study found that when ChatGPT was temporarily unavailable in Italy, online content became more varied and engagement improved. Other research showed AI can help individuals feel more productive while making group output less creative overall.
- AI works best in operational layers, not identity layers.The article compares business to a restaurant:
- Distinctive brands may gain an even bigger advantage. The more companies produce safe, average, AI-shaped marketing, brands with a strong human voice and unique perspective stand out more. The author calls this the “Distinctiveness Dividend.”
BOTTOM LINE
Don't be anti-AI. It argues that AI is powerful for execution and efficiency, but dangerous when companies let it replace human creative judgment and strategic differentiation.
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*Yes, this is an AI generated TLTR. You might want to go back to the original where the good stuff is likely to be. 😳
** So who will be THE BRAVE?
The Ad Agency is a primer on how to be more creative, more effective, more capable of distinguishing your brand over your competitors.
USE AI, for the things that make you efficient. ASCHEW AI for the things that make you (and your brand) human. Last I checked, the robots were not buying the merch, the dinner out or the fancy wheels. They're just making it... faster, cheaper, more efficiently — but not better.
SO LONG AS YOU PROVIDE THE DISTINCTION — YOUR JOB, YOUR SPACE, YOUR LIFE IS SECURE.
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Marketing & AI — Creatives Can Win
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