At most restaurants, when you thank the server for your food, they'll respond with a simple "you're welcome" or maybe "no problem." But at Chick-fil-A, that's not the case. Nope, at this particular fast food chain, employees are expected to take their politeness to the next level by saying "my pleasure" instead.
This trend ignited a "Humans vs. Machines" narrative where efficiency clashed with emotional connection. The public took to social networking platforms to slam the AI-driven campaigns for feeling "soulless" and lacking a human touch. For example, the use of a fully AI-created model in a Guess ad in Vogue was met with unease, raising questions about identity in the fashion world. Similarly, Coca-Cola's AI-generated holiday campaign with animated animals really fired up the online mob.
Culture is how people connect. And as brands work to be seen as relevant, to build relationships with their communities, and to ride the visibility wave of trending topics, engaging in culture feels like a natural way to get in front of consumers. The problem? Not every brand gets it right. Even though participating in, and especially shaping culture, can be powerful when done well, the way brands show up doesn't always deliver the impact they intend.