AI Marketing Creative Is Making Brands Look Identical

Colgate is a billion-dollar company.

And they just used AI slop in their marketing...

Most brands saw it and thought: We'd never do that.
But the reality is that a lot of them are doing it right now.

Instead of raising the creative bar,
AI made it easier to clear a lower one.

AI removed the budget and time constraints.
But judgment still remains the same.

What that produces is a flood of creative that looks finished but says nothing.

Scroll any brand feed right now.
Everything looks polished, but nothing stands out.

The Colgate backlash is an early signal of where every brand is heading:

✅ The same tools.
✅ The same prompts.
✅ The same approval process.

Social and ad feeds are already starting to look the same.
Most people just haven't named it yet.

Here's what that means for DTC brands 👇

If your creative looks like everyone else's...
It's doing less work per dollar spent.

And it's time to fix your strategy.

The brands that win in an AI-saturated feed share a unique viewpoint.
This shapes every prompt, every output, and every approval decision.

That isn't something you can generate.
It has to already exist inside the brand before anyone opens a model.

AI is a capable production tool.
But it's a poor substitute for a creative point of view.

The brands treating it as both are building toward a ceiling faster than they realize.

Where is your team spending more time right now:
Developing your point of view, or generating output from it?

♻️ Repost if this is worth sharing with your team.
Follow me, Jacob Rokeach, for more on creative systems and growth strategy.