Is AI putting brand distinctiveness at risk?

That’s the question the IPA (Institute of Practitioners in Advertising) put to a group of industry experts in its latest issue including our ECD, Miles Marshall.

For Miles, we can’t fully blame AI. Brands were using the same visual codes and following the same category conventions long before AI came along. Now, AI can produce that competent, category-fitting work in a fraction of the time.

This landscape where everyone has access to the same tools means that unmistakable work is more important than ever because those brands that stand out will feel even more special.

Read Miles’ full thoughts in the IPA’s September issue, here.