Notes on AI
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Notes on AI 〰️
Premium Sameness
Two companies approached me with exactly the same idea: a team of characters, each embodying one brand attribute. A brand A-Team. Human and machine both pull toward the middle – what's new is the scale. The result is Premium Sameness: work nobody objects to and nobody remembers.
You don't label the default
In blind tests, people rate AI content perfectly well – until you tell them where it came from. Machines have the opposite reflex: models consistently prefer machine-written text. Human work won't be rejected because of this. It will just be found less often.
The new luxury isn't what's hard to produce
Luxury advertising ran on visible effort: cost is the message. But the reflex has changed – from "How did they do that?" to "Which AI tool did they use?" Soon anyone can make this on a laptop, on a Tuesday. The new luxury isn't what's hard to produce. It's what's hard to copy.