Generated, Generic, and Forgettable: Why Brands Still Need Humans

Something strange is happening in marketing right now. Everything is starting to sound, look, and feel the same. Safe. Monotoned. Forgettable. It’s easy to blame AI, but the real issue runs deeper: bias exists in AI, and humans are still responsible for the final call.

Take LaCroix’s recent AI-generated action figure campaign. As Tighe Flatley brilliantly pointed out: “ Is it weird that the only Asian character is tagged to Cherry Blossom? Or that “BlackRazz”, a nonsense word that is one letter away from a music category with roots in Black American culture, is a Black person? If you’re really plugged in, you’ll also perk up recognizing that the only white person here is listed under “sunshine”, evoking optimism, pleasantries, ease. “

These aren’t just coincidences. They’re echoes of the data AI is trained on, and they slipped through because no one in the room stopped to ask questions.

Which brings us to the second truth: content reflects who’s in the room — and who’s missing.

When marketing teams lack true diversity, lived experience, or cultural fluency, AI doesn't just replicate stereotypes — it magnifies the blind spots. Without people who can recognize what’s missing or what feels off, brands end up producing work that looks inclusive on the surface but hollow underneath.

And even if LaCroix’s campaign hadn’t carried bias, it would still have fallen flat.

Because here’s the third truth: marketing is becoming monotoned because brands are chasing trends that don’t add value.

An AI action figure series might have felt fresh a year ago. Today, it’s just another piece of generated content drowning in an already noisy feed. Participation isn’t purpose. Fast doesn’t mean meaningful.

In the rush to appear innovative, many are forgetting what made marketing powerful in the first place: creativity, originality, and the willingness to think deeper. The brands that win won’t just be the fastest adopters. They’ll be the ones who understand that AI might make content faster — but only people can make it matter.