It’s your colleague’s leaving do. On the way, you grab the first card you see – stock photo of a skyline, “Good Luck!” stamped in foil. Inside, the default message. You scribble your name and hand it over. Technically, you did something. But it smells like minimal effort – and they’ll feel it.
That’s where a lot of AI-in-marketing sits right now. As a tool, its capabilities are vast. Yet brands are undermining their voice by using it with almost no effort. Open a chatbot, drop a short prompt, skim the output, hit publish. Boom, easy. But also, crap.
It’s a fast track to “slop brand,” and it will erode whatever authenticity you had. Your audience will know it – and be just as disappointed as your workmate reading that card.
