Maybe this AI-driven attention back on brand isn’t ironic. Maybe it’s helping us get it right this time around, and we’re settling into that place of harmony where brand and performance marketing coexist, and we don’t have to hide our brand investment behind a barely used cost center.

The better I've become at working with AI, the more useful it has become, not simply because it completes some tasks faster, but because it expands the way I think.