Ai’s rise threatens authentic brand voice – taste is the new fortress

The era of expensive, time-consuming brand creation is over. Artificial intelligence has shattered the barriers to entry, unleashing a flood of generic content – a worrying trend dubbed ‘AI slop’. But amidst the digital deluge, a surprising defense is emerging: genuine taste. Brands are fighting back, not with flashy campaigns, but with a deliberate embrace of restraint and a fiercely protected point of view.

The ai-driven shift: from craft to calculation

Once, building a brand – products, campaigns, websites, entire worlds – demanded significant investment and a lengthy process. This naturally limited participation, forcing brands to develop a clear, authentic voice. Now, AI can generate content with unprecedented speed and low cost, fundamentally altering the landscape. The risk? A homogenization of style, a loss of unique identity.

Taste as a differentiator – the new competitive edge

As Tony Wang of Office of Applied Strategy observes, the competitive pressure is exponentially higher. ‘Brands need to define what they want to be, especially when AI can mimic their style or replicate their business model.’ In this environment, taste is no longer a superficial aesthetic; it’s becoming a crucial filter and a powerful differentiator. Y Combinator co-founder Paul Graham’s assertion – ‘When anyone can make anything, the big differentiator is what you choose to make’ – rings profoundly true.

Beyond imitation: the role of heritage & values

Historically, a brand’s identity was signaled through heritage and consistent house codes. Today, these markers still hold weight, but they’re increasingly complicated by AI’s ability to replicate visual styles. But brands are strategically leveraging this. Violet Grey, for example, meticulously curates a small selection of the ‘best in class’ products, rejecting volume for quality. Their CEO, Sherif Guirgis, emphasizes, ‘We’re very rigorous about that. There are certainly ways the brand could make more money if we compromised on that integrity, but then what do we really have?’

The art of saying ‘no’ – a critical distinction

‘Taste is conviction,’ argues Isabella Burley of Climax Books. ‘It’s someone’s point of view and the world they build around that.’ But AI can’t truly replicate this. It can analyze data and predict trends, but it lacks the conviction to challenge convention. A24, Wang notes, exemplifies this by backing high-risk, director-friendly projects like Everything Everywhere All at Once. ‘They’re director-friendly, deeply invested in storytelling,’ he states. ‘In the long run, that creates value – but in the short term, it’s not what a generic commercial entity would do to optimize revenue.’

Cultivating taste: research, values, and strategic disagreement

Developing taste goes beyond mere aesthetics. It requires a deep understanding of a brand’s values and a willingness to embrace strategic risk. Acne Studios’ casting of Kylie Jenner, a move that defied its traditional anti-celebrity approach, demonstrates this. ‘It was about taking someone outside our world and making her an Acne Studios girl,’ Burley explains. ‘It’s about trusting that your taste is stronger than the talent.’ And, crucially, it’s about doing things that aren’t simply optimized for profit, a principle championed by brands like Ariana Grande’s R.e.m.

The future of taste: a human imperative

As AI’s influence grows, the ability to discern – to curate knowledge, to apply it with conviction – will become increasingly valuable. It’s not about knowing everything, but about knowing enough to make deliberate, impactful choices. Brands that prioritize authenticity and a clearly defined point of view will not just survive the AI revolution; they will thrive.