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Edgar Allan Poe's story of the Red Death - Iseult Gillespie 8 min I studied thousands of campaigns and found something most marketers don't want to admit: the brands using AI the most had the lowest brand recall. AI doesn't create originality. It produces the statistical average of the internet, and when every brand uses the same tools the same way, everything starts to sound identical. The brands pulling ahead aren't avoiding AI. They're using it earlier in the process to expand ideas, not replace the creative thinking that makes a brand memorable. In this video, I break down exactly where AI helps and where human taste still has to lead. You will learn: — Why over-relying on AI is making brands sound interchangeable — How to use AI for creative divergence instead of shortcuts to finished content — What a brand AI stack looks like and why smart teams are building one — Why human taste, not better prompts, is the real competitive edge right now Chapters: 00:00 — Why Most Marketers Are Becoming Invisible 00:27 — Chapter 1: AI Is Making Marketing Average 02:39 — Chapter 2: Your Brand Is a Feeling, Not a Logo 04:43 — Chapter 3: Use AI to Expand Ideas, Not Replace Them 06:30 — Chapter 4: Build a Creative System, Not a Prompt 07:43 — Chapter 5: The Real Competitive Advantage Is Human Taste If you want help figuring out where AI fits in your marketing, my team at http://npdigital.com works through this with brands every day.
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