More than this

The start of a new year is sometimes associated with the hope that some things might actually improve. For example, there were moderate signs that "virtue signaling", i.e. the display of moral values without actual actions, is going out of fashion in brand communication. But au contraire: we see in the trade press that brands are now emphasizing their virtue by positioning themselves as an antidote to the vile deceptions of AI: Look, we're authentic! This ad was created without AI! And yes, if it fits the brand identity - why not. However, this shows that the brand world is still thinking too short-sightedly when it comes to AI. Firstly, the question of whether a brand is "AI-ready" needs to be asked more broadly: Surely it's about more than just images and text? It's about readability through algorithms, tailored content, positioning and identity, data governance, structures and processes. And secondly, brands will not be able to avoid preparing for the economic and social consequences of AI in the medium term. So what does it mean for markets and customers if the AI bubble bursts because the enormous investments in data centers (and the associated debt) become a problem? Or: What does it mean for markets and customers if many - very, very many - jobs are soon lost because productivity increases dramatically? Or, if the number of working hours were to remain the same, would we simply produce many more things? And who would buy them, and at what prices? Perhaps AI is about more than image generation - for brands too. Or what do you think?

Here is the link: https://www.adweek.com/creativity/in-2026-brands-are-virtue-signaling-about-ai/?itm_source=homepage&itm_medium=post-teaser-center&itm_campaign=1