AI isn’t coming for the future. It’s already here. It’s rewriting how we search, how we work (Amazon annouced a 30k layoff the other day, directly related to AI), how we communicate, and yes, how we market, sell, and build brands. We’re not waiting for disruption anymore. We’re living inside it.

But in all the noise, all the shiny tools, the GPTs, the copilots, the endless parade of "content at scale," something essential is quietly slipping through our fingers.

Trust.

I have said similar things in previous posts but with more layoffs in the creative industry recently, it is worth reinforcing the fact that if we keep pretending that AI is “freeing creatives to be more creative,” we won’t have an ad industry in two years.

What we will have is an efficiency machine pumping out an endless scroll of generic, soulless content wallpaper that nobody wants to look at. Creativity, the messy, human, culture-making kind that built this industry, is being gutted under the polite fiction of “progress.”

And we’re letting it happen.

I decided to ride the wave of video and talk my way through this thought I had, but am going to transcribe it below as well for those who don't think I am very handsome.

Captions are auto generated

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In a world where Artificial Intelligence is becoming the go-to solution for everything from customer service to creative design, it’s easy to get swept up in the idea that data is the answer to all your marketing problems. Impressions, clicks, engagement rates, ROAs, these are all stats that get a lot of attention, and for good reason. In fact, by 2025, we’re expected to generate and consume a staggering 180 zettabytes of data, according to the IDC Global Datasphere.

But here’s the thing: AI doesn't buy anything. People do.

We’ve officially entered the era of Marketing Musical Chairs, except the music stops every 12 to 16 months, and it’s always the CMO left standing.

Why? Because the CMO role has become a lame duck gig. Disposable. Decorated. But damned. The title still sounds powerful, but it now often means: “You’re the first to go when growth stalls, vibes are off, or someone in the boardroom starts reading too much Martech Today.”nestly, who has that kind of time?

Here’s the thing: I absolutely, 100%, without hesitation, hate everything about what’s happening with AI clones of creatives. This isn’t innovation. It’s creative extinction dressed up as "progress."

In my last post, I said this: “Brands can no longer afford to keep operating at arm's length from their customers.” We’ve spent the past few years obsessed with growth hacks, automation, and data, but as we gear up for 2025, it’s clear that the tides are changing. The world is more unpredictable than ever, and the brands that thrive will be the ones that rediscover the power of community and bring back the human connection they’ve lost.

I rarely make these prediction posts because I think I would say the same thing every year, and then people would say I have no original thoughts, but as we gear up for 2025, there’s one clear thing: brands can no longer afford to keep operating at arm's length from their customers. We’ve spent years obsessing over growth hacks, data analytics, and automation, but the tides are changing. The world is about to get a lot more unpredictable, and consumers are more empowered than ever before. To thrive in the coming year, brands need to rediscover something that many have lost sight of — the power of community and being human.

If you have ever seen me speak at a conference or listened to any of my podcast interviews, you will know I am a little bit of a broken record when it comes to my belief that brands need to stand out and be different. There are a lot of ways to be different, but no matter what anyone tells you, meaningful difference is the cornerstone of brand value.

Many years ago, working with a data research client, we conducted an experiment where we created 3 new brands. These brands were over the top "offensive" and were supposed to turn people off and insight rage. The three bands (pictured) were a beer brand for older men who love barely legal women, a soda for women who were victimized by #MeToo, and my favorite, Thong Diapers.

In the fast-paced world of marketing, trends come and go like passing storms. But amidst the ever-changing landscape of buzzwords and metrics, there's one constant that successful companies prioritize: the human element. In an era where bounce rates, impressions, and data analytics reign supreme, it's essential to remember that behind every number and acronym, there's a human being with emotions, desires, and needs.