AI is changing advertising at an unprecedented pace. Brands can generate images, videos, and entire campaigns faster and more affordably than ever before. But as these tools become more accessible, a new challenge is emerging: What happens when everyone's content starts looking the same?
Adam Wilde, CEO of TRG Multimedia and Substance, believes the industry is approaching a turning point.
"The general consumer is becoming numb to sameness," says Wilde.
While AI has opened up incredible opportunities for creative production, Adam predicts that the growing volume of AI-generated content could lead to something brands should be paying attention to: AI fatigue.
When Everything Looks the Same, Nothing Stands Out
AI is making high-quality content more accessible to brands of all sizes. A smaller company can now use many of the same creative tools as a billion-dollar corporation, leveling the playing field in ways that weren't possible just a few years ago.
But accessibility creates a new challenge.
When brands rely on similar tools, trends, and creative approaches, their content can become increasingly difficult to distinguish.
"If you're doing the same thing over and over or doing the same thing as the other brands in your vertical, of course, there's going to be a numbness to that," Wilde explains.
The solution isn't necessarily to abandon AI, but to use it with intention.
Technology can improve efficiency, automate repetitive production tasks, and make previously expensive creative possibilities more accessible. But it can't replace the importance of having a clear perspective on what makes a brand different.
Could AI Fatigue Bring Back Human Connection?
Wilde predicts that as AI-generated content becomes more prevalent, consumers may increasingly seek experiences that feel more personal and engaging.
"I do think there's going to be an AI fatigue across all social channels and most platforms of marketing," he says.
That fatigue could create opportunities for brands willing to explore formats beyond traditional digital advertising.
Experiential marketing, in-person brand activations, and original entertainment may become increasingly valuable ways to connect with audiences.
One particularly interesting opportunity is serialized content.
Rather than producing individual advertisements that compete for attention, brands can create recurring YouTube series, documentaries, or entertainment that gives viewers a reason to return.
Wilde believes brands are overlooking the potential of YouTube as a long-term content strategy. A well-developed series can build familiarity, establish a recognizable brand personality, and create a relationship with viewers that extends beyond a single campaign.
AI Still Needs Human Creativity
Despite his predictions about AI fatigue, Wilde doesn't see AI as the enemy of creative production.
At TRG, AI is incorporated into workflows alongside photography, CGI, design, and retouching. Artists still develop creative concepts, establish lighting and visual direction, and refine the final work. AI helps streamline aspects of production, but people continue to guide the creative decisions.
As Wilde explains, it's "allowing the creatives to be more creative and having the actual production aspects be more automated."
That distinction matters. The goal shouldn't be to replace creative thinking with technology. It should be to give creative teams more freedom to explore ideas, solve problems, and produce work that resonates.
The Future Belongs to Brands with a Point of View
As content production becomes faster and more accessible, standing out may depend less on how much a brand produces and more on what it has to say.
Wilde emphasizes the importance of confidence in a brand's identity.
When companies understand their voice and aren't afraid to push creative boundaries, they're better positioned to create work that people actually remember.
For marketers, the takeaway is simple: AI can help you create content, but your brand's perspective is what makes that content worth watching.
The brands that succeed won't necessarily be the ones using the most technology. They'll be the ones using it to tell better stories.
