Articles · 6 pieces
What we’ve learned.
Why AI pulls brands toward the same ideas, and what the ones that stand out do differently. Drawn from our own experiments and from research worth knowing.
The shirt is fine
We read a year of men’s apparel from the customer’s side: more than 30,000 reviews and posts, 672 stores and a year of homepages. Customers love the product. Value leaks out everywhere around it.
Read- (02)
Two rival AIs wrote the same ads, word for word
We gave Google’s Gemini and xAI’s Grok the same twenty briefs, separately. Five times they wrote the identical line, and far more often the same idea. Switching AI companies changes less than most brands assume.
Oct 1 · 5 minOct 1 · 5 min - (03)
In a feed, polish looks like an ad
An Aston Martin dealer posted 100 beautifully shot videos. A hundred people with phones got almost four times the views. A 30-year-old idea from consumer psychology explains why, and AI is about to make it matter more.
Sep 24 · 5 minSep 24 · 5 min - (04)
Your competitor’s one-star reviews are your best brief
Someone who leaves a one-star review for your competitor is telling you, in their own words, why they’re ready to leave and what would win them over. Most brands never look.
Sep 17 · 5 minSep 17 · 5 min - (05)
AI is walking every brand to the middle of the beach
In 1929 an economist explained why two ice cream sellers on a beach end up standing side by side. AI is doing the same to brands, only faster, and the customers it leaves behind are where the growth is.
Sep 10 · 4 minSep 10 · 4 min - (06)
Your best people know more than they can tell you
Expert chicken sexers sort a thousand chicks an hour and can’t fully explain how. Taste in a brand works the same way, which is why AI fed only on brand guidelines writes like a brand guideline.
Sep 3 · 5 minSep 3 · 5 min
