AI

The gold rush is here.

And it’s flooding your feed with mediocrity. You can spot it instantly. Not because it’s good, but because it’s obvious, and everyone who uses it (poorly) looks the same. The use of AI becomes the topic of discussion with your audience, and not your brand, your unique ability, or the message you were trying to convey.

The captions are polished but empty. The images feel engineered instead of felt. The “brand voice” sounds like it was assembled in seconds because it was.

The uncomfortable truth is AI is exceptionally good at producing lackluster work at a massive scale, quickly and cheaply.

Luxury brands are not built through shortcuts, templates, prompts, filters, and recycled internet language. They are built through instinct, experience, restraint, conviction, and an obsessive understanding of human psychology while leveraging a powerful tool we call AI.

AI has no taste, no intuition, no lived experience, no understanding of consequence. It simply remixes existing noise.

The result? Brands are rapidly becoming indistinguishable from one another while convincing themselves they’re becoming more efficient with time and money. But at what cost?

If you’ve made it this far, here’s the plot twist. I asked AI to write me an email bashing the use of AI, and you’ve just read the result above. It’s agreeable and quite compelling. And there are certainly points I believe strongly.

That said, AI is unbelievably powerful, and it’s in its infancy. It’s sped up the copywriting process, helped flesh out ideas, and turned hours of Photoshop work into seconds, just to name a few real-world benefits.

We’ve enjoyed it in entertainment and the movies for decades, and we all share funny reels with our friends. AI is here to stay, like it or not.

I do believe that there is significant change on the horizon - that’s an understatement. I also believe that brands that use it to take the cheap and easy way out will look and sound…

I’m sure you don’t need AI to guess the rest.