In the face of increasing AI capabilities, the marketing industry is at risk of homogenization, where differentiation is sacrificed for efficiency, ultimately eroding creativity.
AI's normative nature pushes brands toward the average, generating a pattern of uniformity. Companies that fail to define their unique attributes may become irrelevant in the marketplace.
Agencies must prioritize original thought and the unique characteristics of each brand. This is essential to counteract the trend of entropy that AI tools may exacerbate.
The antidote to declining differentiation lies in embracing variance—brands that embrace and showcase their unique attributes are more likely to capture consumer attention.
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