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AI Won't Build Your Brand. But It Will Expose the Ones That Were Never Real.

Everyone's using AI to make logos, write copy, and generate brand guidelines. But AI doesn't create brands — it creates outputs. The difference matters more than ever.

Inkblot name in the style of Charlie XCX's Brat album cover

Opinion Marketing Branding AI

AI isn't your biggest brand risk. Mediocre taste is.

Your biggest risk isn't AI. It's mediocre taste. Not the absence of design skill. The absence of conviction about what makes your brand worth noticing. Taste isn't mystical. It's learnable. It's systematic. And it's your responsibility to build it into your organisation.