For those Brands and Retailers that use Artificial Intelligence to create their Marketing content…

… go ahead and use it, it’s very valuable…

… but use it as you would use an Intern, not a Senior Creative.

In other words, don’t expect AI to create a Marketing campaign that will make a splash.

Why? Because Artificial intelligence does not imagine, it RECOMBINES.

It is trained on the RECENT PAST and, in doing so, transforms it into the FUTURE.

It does not open up new paths, it paves over the old ones and retraces them endlessly.

The result is a future that looks terribly like the past: smoother, faster, more efficient, but also PREDICTABLE.

AI excels at producing variations, not ruptures.

It knows how to optimize language, not REINVENT it; and without REINVENTION, nothing truly ORIGINAL is born.

By training on what has already worked, Artificial Intelligence rewards conformity and penalizes beneficial anomaly; it reinforces dominant styles, replicates winning formulas and standardizes imagination.

The paradox is cruel: the most advanced tool ever created risks being also the most conservative, because it is structurally NOSTALGIC, it thrives on patterns, not breaks, not visions.

AI does not generate new ideas, it makes them more accessible, more reproducible, more ‘marketable’ – and precisely for this reason, LESS ALIVE.

True innovation, the kind that changes the way we create ORIGINAL CONTENT, arises from human error, from misguided intuition and from unprecedented gestures.

All things that an AI-model, by definition, cannot learn – at least for now.

Andy Cavallini