Cooking a full meal in 5 minutes used to sound impossible. Now that’s basically what AI is doing for content. Business Insider explained that companies like Mondelēz can now turn an idea into a short social video in under five minutes, Coca-Cola uses AI in campaign idea generation, and Svedka even used it in a Super Bowl ad. And when it comes to the bigger picture, agencies are even testing ad ideas with synthetic focus groups before spending money on production. In other words, what that...

The other day, I saw a brand on Facebook trying really hard to sound young. The video had loud music, quick cuts every second, and big captions jumping on the screen. The person in the video kept saying things like “This product is honestly crazy good,” and “You guys are not ready for this.” Slang everywhere and trendy words in almost every line. But after watching the whole thing, I still didn’t really understand what the product actually did. No clear example. No simple explanation. So even...

The other day, I was thinking about how most people still treat TikTok like a place to scroll when they’re bored. You know, just for watching that random stuff, like someone reviewing a $14 croissant like it’s a life event. Or a guy explaining how to get rich while sitting in a rented Lamborghini. Anyway, you get the idea. But that view is getting old. People now open TikTok and type in questions like they used to do on Google. They want a quick answer they can watch. And believe it or not,...