Advertising is hell

The Turing test is not in the “rawness” of the content, but in the originality of the thinking behind it. Original thinking can be iterated on, interpreted in multiple formats, executed through different tactics, and it still stands out over time. It’s also hard to imitate.

“This isn’t like the dot-com era. A survey in 1995 found 72% of respondents comfortable with new technology such as computers and the internet. Just 24% were not. Fast forward to AI now, and those proportions have flipped: just 31% are comfortable with AI while 68% are uncomfortable, a summer survey for CNBC found.” He also included data from a... See more

The research wasn't meant to deepen understanding; it was meant to decorate a predetermined creative strategy.