Brands should lead with meaning instead of product details

Walk through New York City this fall and count the advertisements not selling artificial intelligence. Subway cars, bus shelters, billboards: Every surface pitches a model, an agent, a muse. And the images themselves are increasingly generated by AI rather than photographed. Every panel I have sat on this year has asked the same questions: How much AI should go into the work, and where? My brand consultancy firm, the bread and butter, spent months this year on a project where those questions...