Mariem Abbasi

Cultural products and consumer habits alike increasingly conform to the structures of digital spaces.

Digital platforms used to bring our physical lives online, but now that we have uniquely digital experiences and relationships, we don’t have products that let us successfully bring those offline.

Digital culture dictated the shelves

This trend is contributed by Zaria Parvez , Head of Social at DoorDash .

Social-first insights are shaping physical products designed to resonate with the chronically online in ways that feel both surreal and inevitable. There’s the Nivea x Juicy Couture tracksuits. Applebee’s turned the phone-as-accessory... See more

The OOH and TV ads are not only warm human snapshots of life. But the strategy is smart. It will increase the overall use of AI. About 70% of big brand growth comes from category expansion.I do think this could currently be for any AI provider, but if ChatGPT sticks to this positioning (human sidekick vs precision), they will eventually own it.

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