Generative AI provides always-on, scalable capabilities for ideation, production and insight generation but drives homogenization when widely adopted. Widespread use of the same tools, data and prompts creates convergent creative output that feels predictable and uninspired. Social platforms shifted from unique, raw content to airbrushed, derivative formats, and AI accelerates brand campaigns toward similar style, tone and scripts. AI optimizes by recognizing and repeating patterns, while creativity requires breaking patterns to surprise and stand out. Attention is scarce and emotional; safe, familiar and derivative content fails to capture attention and risks business impact.
Today's marketing landscape worships efficiency. Enter generative AI, an always-on, endlessly scalable tool that promises to automate ideation, production and even insight generation. As the industry rushes to embrace artificial intelligence with breathless enthusiasm, a subtle but dangerous trend is emerging: Marketing is becoming predictable. Worse-it's becoming boring. When everyone uses the same tools, trained on the same data, prompted in the same ways by similarly trained marketers, the results don't surprise-they converge. It's not just a creative plateau; it's a creative collapse.
AI, by design, is a pattern recognition engine. It synthesizes existing work to generate something statistically "optimal." But the very essence of creativity is breaking patterns, not repeating them. Creative marketing should zag when everything else zigs. It should provoke, surprise, delight-or at the very least, stand out. Boring Is Bad For Business Marketing has always been about attention, and attention is a scarce, fickle and emotional resource.
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