AI creative settles into a house style. Brand advertising pays for it first.
AI creative settles into a house style. Brand advertising pays for it first.
In the ninth episode of Assistant to the CMO, Lexie Meskouris speaks with Will Nash and Harjot Singh about why AI-generated creative is starting to look the same everywhere, and whether getting out of it is a quick fix or a strategic choice.
Both hosts call the problem real, then split on the cause. Will Nash sees convergence built into the models, from the small pool everything is built on to a reward process that selects whatever the fewest people object to. That, he argues, forces a choice between chasing scale and protecting a design language. Harjot Singh says it comes from taking the output as it arrives, and that the cure costs an afternoon.
The second half turns to New York's new law requiring a label on AI-generated performers. Will treats it as a compliance matter to hand over and wait out. Harjot calls it vanity regulation aimed at the wrong problem, and they split on whether a label repels audiences or attracts them. Neither would build a brand around a synthetic face yet, and both end up at the same practical move, which is to give the model something only your company has.
Highlights of this Episode Include:
- Default Use Creates the Sameness: Harjot argues most people take the first good output and stop pushing, so everyone ends up in the same place.
- The Speed Trap: Work that took four days now takes thirty minutes, and that feels like an achievement until everyone else clears the same bar.
- Why the Models Converge: Will points to a small pool of image models and a reward process that selects the option fewest people object to.
- They Disagree on the Mechanism: Harjot rejects Will's model-scarcity account, blaming a loop where models train on what other models wrote.
- Where Sameness Actually Costs You: Will argues convergent work barely hurts click-driven marketing, but gets expensive in brand and reach.
- New York Labels Synthetic Performers: Will hands it to compliance and waits. Harjot calls it vanity regulation aimed at the wrong problem.
- The Test for Your Own Prompt: If someone at another company could paste your prompt and it still made sense, there is not enough of you in it.
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New episodes of Assistant to the CMO land every Thursday.
