The author argues that a key challenge for marketers using generative AI is the “sameness problem”—the tendency of AI-generated content to look, feel and behave so similarly that the novelty fades quickly and the brand loses distinctiveness.
One striking example is the viral rise of Sora, a video-generation app riding the generative AI wave. The article notes that while Sora’s novelty drew users, many of the videos began to look alike within weeks, reducing user-engagement and diminishing the app’s long-term appeal.
At the heart of the issue is that many generative AI systems learn to produce “averages of averages”—they optimise toward what’s common rather than what’s distinctive. As a result, even when brands employ large AI models for content, marketing messages increasingly risk blending into the noise rather than standing out.
For marketers, the takeaway is clear: focusing on capability (i.e., “use AI”) isn’t enough. They must instead emphasise creativity, variety and brand voice — intentionally designing AI workflows that break from the uniformity. AI should support differentiated storytelling and brand personality, not replace it.
