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I spoke on a panel at an innovation conference for my industry this past week and as a final question, I was asked what advice I would give to startups in my industry. My answer was to not sleep on marketing and whoever you hire had better know how to write a positioning statement for your brand/company/product. Because if I was approached by one more company who opened up with “we are an AI company…” I was going to lose my mind. AI is how you do things, it is not what you do or why you do it.

I end up putting most of the AI companies’ pitches into ChatGPT to translate the hot air and nonsense into something I could actually understand.

Yes, I'm sorry to inform you that AI hype must be crammed into anything. If you think it through, AI "learns" by scraping the web. So by definition what it does is plagiarize, or remix, material that already exists. So it's always looking backward. Yet you'll see people talking about AI like it's their smart friend who always has all the answers. I get that people want to be lazy, but wow, let's all get a grip with the AI hype.

It's definitely annoying how AI has infused everything these days, but I think it can actually bring some cool ideas to branding. That said, it shouldn't overshadow the human touch that makes a brand unique. It's all about finding the right balance.. IMO AI can enhance creativity, but it shouldn't replace it!

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