"When Gap recently created a Chief Entertainment Officer role and hired Pam Kaufman from Paramount, it wasn't a communications-first move. It was a leadership decision. No campaign was announced. Instead, the company reorganized how entertainment shows up inside the business. By establishing an executive role reporting directly to the CEO, with a mandate to build and scale an entertainment, content, and licensing platform, Gap signaled that entertainment is no longer an activation layer-it's becoming part of the operating model."
"What we're watching now is marketing quietly absorbed by entertainment-not as content marketing or branded integrations, but as something more structural. Brands are launching studios, building entertainment teams, and partnering directly with creators not to advertise, but to produce, to own, and to build long-term cultural assets. This shift mirrors a broader trend in which AI and infrastructure are unlocking new forms of brand growth, from creator"
AI has made content cheap, fast, and effectively infinite, commoditizing production and turning distribution into an arms race. Attention fragments and evaporates when content is abundant and optimization is inexpensive. Advertising built on renting attention and buying impressions fails in an environment of endless AI-generated content. Brands create durable value by owning entertainment through studios, executive leadership, content platforms, and creator partnerships. Organizing entertainment as an operational capability enables long-term cultural assets, licensing opportunities, and sustained brand gravity that automated distribution and ephemeral campaigns cannot replace.
Read at Forbes
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