Source [De]Coded – 🤖 AI’s Creative Leap into Marketing

Hey team!

We’ve been moving so fast lately I’m starting to think someone has been slipping an extra shot of espresso in my morning coffee. Ok, coffees. Don’t judge me. 😁

First off, we’ve got to celebrate an honorable mention for our work with DataBank at the In2SABRE Awards. While you’re at it, you should probably read my latest story for the Fast Company Executive Board on why you should be a consultant rather than a vendor because being a “vendor” is soooooo 2024. 

If you want to actually get ahead of the curve, Giles dropped a brilliant piece on Nvidia’s first CMO and AI brand strategy that is basically a masterclass in modern marketing. Plus, Cori just shared her insights on Physical AI and consumer tech at CES 2026 which you should bookmark immediately unless you enjoy being the last person to know things. We’re out here stacking trophies and dropping knowledge like it’s our job. Oh wait, it is!

This week we are diving into the art of the pivot. It’s that time of year when everyone is trying to figure out if they should lean entirely into the bots or go full “back to basics” with human connection. We’re seeing some of the biggest names in the game realize that while AI is great for predicting which team is going to blow a lead, it still can’t replace the feeling of grabbing a beer with friends or the humor of a well timed joke. It’s all about finding that sweet spot where tech meets the “real world” without making things feel like a soulless digital fever dream.

Speaking of pivots, I’m taking a personal one of my own. I’ll be heading out on sabbatical starting January 17 and won’t be back in the mix until March. Don’t worry, the ship is in great hands. You’ll be hearing from some of our other brilliant team members in this space while I’m off recharging the batteries. I expect everyone to be at least 15% more famous by the time I return.

Whether you are looking to create a viral cultural moment or just want to make sure your brand doesn’t end up looking like AI generated slop, the goal is the same: stay relevant and stay human. We’re looking at how brands are navigating this tension by blending high tech activations with very real human experiences to actually cut through the noise. Let’s dig into how the industry is balancing digital wizardry with authentic connection.

Avocados From Mexico taps into sports betting hype with AI Prediction Pit

TL;DR:
Avocados From Mexico launches an AI-driven marketing campaign featuring comedian Rob Riggle as the AI avatar “Guac Guru,” tapping into the sports betting frenzy with live commentary.

Takeaway:
This campaign illustrates how brands can artfully blend cultural trends like sports betting with AI technology to engage audiences. It signals a compelling way for marketers to enhance interaction and relevance through innovative media. Tapping into popular trends with tech-savvy activations can create memorable brand experiences.

Consider:

• How can your brand utilize cultural phenomena to boost engagement?
• What role could AI play in making your brand’s content more interactive and timely?

⚡ Consumer Power Up ⚡ 

Don’t overthink it when it comes to driving real consumer connection.

Between economic volatility, social issues and evolving cultural conversations, many consumers are feeling lost, uncertain and in some cases, distrust in brands today. Transparency, trust and authenticity will always be an important marker for consumers when considering a brand.

So, consider which brands you as a marketer feel personally connected to. Why is that? More often than not, it’s probably a mix of personal connection and necessity, so lean into what is magnetizing about that brand and their approach to reaching you.

Try to evoke those same feelings in your marketing approach to create meaningful connections that feel authentic, not self-promotional.

Almond Breeze jabs at AI-generated slop with the Jonas Brothers

TL;DR:
Almond Breeze teamed up with the Jonas Brothers for a campaign mocking shoddy AI-generated content by creating exaggerated examples before settling on traditional endorsements.

Takeaway:
This initiative uses humor and celebrity to critique and distinguish from generic AI content, thus emphasizing creative authenticity. It reminds marketers of the value in blending technology with human creativity to craft standout campaigns. Use clever storytelling to assert your brand’s personality in an AI-driven world.

Consider:

• Could humor in your campaigns spotlight your brand’s strengths against generic tech trends?
• How might celebrity partnerships highlight authenticity for your brand?

Miller Lite centers IRL social interaction with new creative platform

TL;DR:
Miller Lite is focusing on in-real-life (IRL) social interactions with their new creative platform, marking a departure from their previous nostalgia-themed ads.

Takeaway:
By pivoting their messaging towards fostering real-world connections, Miller Lite taps into a growing consumer desire for tangible experiences post-pandemic. This shift reflects an opportunity for brands to reconnect with audiences through meaningful, shared experiences. Tailor brand storytelling to resonate with evolving social behaviors for greater impact.

Consider:

• How can your brand facilitate or enhance face-to-face interactions?
• What thematic shifts could align your campaigns with current consumer sentiments?