AI gave the market access to unlimited good-enough. That's exactly why the opposite is about to get expensive.
AI gave the market access to unlimited "good enough." Good-enough copy, good-enough creative, content at volume. For a while that felt like democratization: more brands, more content, more access.
What it actually produced is sameness. And sameness is the most expensive problem in branding, because the market will charge you for it. When everything in your category sounds the same, the only lever left is price. When it sounds distinctly like you, you compete on value.
The brands we watch closest, especially in beauty, wellness, and fitness, are the ones producing work that makes you feel like a specific person made it, for you, on purpose. That takes craft and an actual perspective. It takes the kind of messiness and specificity that a model trained on the entire internet will average out every single time.
AI can close the production gap. It cannot close the perspective gap. The brands and people who understand that distinction are about to become significantly more valuable. Human-made is not a nostalgia play and it's not anti-technology. It's a positioning decision, and right now it's one of the most underpriced ones in the market.
~ natasha melendez, co-founder
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