Author: Amy Van Aarle
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Brand Hallucinations & Knowing Who You Are
So this happened: New York City launched an AI chatbot to help small business owners navigate regulations. Five months later, it was telling restaurants they could serve cheese nibbled on by rats and advising employers they could fire workers who complained about sexual harassment. What did the city do? Kept it running. This isn’t a…
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How AI Is Exposing Every Lazy Brand Decision You’ve Ever Made
Try this: Go to ChatGPT or Perplexity and ask it to compare any major company’s brand promises against their public reviews, support forums, and employee feedback. Watch how quickly it surfaces contradictions between what they claim and what they deliver. This capability isn’t theoretical anymore. AI-driven sentiment analysis identifies emerging issues in real-time, enabling teams…
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When AI Destroys Your Business Model, Your Brand Is All That’s Left
There’s a particular kind of silence that falls when a room full of professionals watches AI do in thirty seconds what used to take their team three days. I’ve been in those rooms. Maybe you have too. The anxiety is palpable, and it should be. We’re watching entire business models evaporate in real time. The…
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Your Social Media Manager Isn’t Your Brand Strategist, But They Need One
There’s a particular kind of panic that sets in when you scroll through your company’s social feed and think: “This doesn’t sound like us anymore.” Maybe it’s the meme that felt forced. The trend you chased too late. The perfectly optimized post that somehow rang hollow. You can’t quite name what’s wrong, but you feel…
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When Breaking Brand Rules Builds Brand Trust
I’ve been watching brands tie themselves in knots lately. They’re caught between old playbooks that preach consistency and young teams who see those playbooks as rules written for a world that no longer exists. The tension is real. A heritage outdoor brand considers a partnership that would have been unthinkable five years ago. A financial…
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How AI Can Help Creative Teams Stay True to the Brand
There’s a truth I’ve come to accept about creative teams: we drift. Not because we’re careless, but because we’re captivated. We love novelty, we follow sparks, we chase the next idea. But creativity without direction doesn’t build a brand, it bends it. A little at first. Then more. Until one day, you look up and…
