An over-reliance on generative AI can lead to commoditization, our analyst Yoram Wurmser said during our “Attention!” summit on June 2.
Our analysts agreed that fear of bland machine output is warranted. Here are their insights into the risks that generative AI poses to brand originality.
AI should be a starting point
Creative teams are essential
The path to click-baity conformity isn’t new
“There’s a race to be first and to get a lot of credit for doing it, and we’re seeing that with AI,” our analyst Debra Aho Williamson said. That can turn into what our analyst Jeremy Goldman called a “copycat” effect that leads to low-value content. “We’ve seen that with click-baity content, so in some ways, this is just a progression of what we’ve already been seeing over the last 10 to 15 years,” said Goldman.
What’s at stake with AI-generated content?
AI does offer tools to experiment and play
Whether the brands are involved or not, “we’ve already seen some great viral memes come out of generative AI,” said Canaves.
Recent AI-generated Balenciaga-themed content—including a video that transformed popular film characters into high-fashion models and a photo of Pope Francis wearing a puffer coat—garnered several millions of views in only a few days. Although Balenciaga played no part in their production, it’s a prime example of how AI can be used to draw mass attention to brands.
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