Brands Bet On Being Human In The Age Of AI

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Happy Tuesday, Future Party. High-five your neighbor and look to the skies — the four astronauts aboard the Orion spacecraft have officially traveled around the far side of the Moon. That means they’ve gone farther from Earth than any humans ever have — about 252,756 miles. Now it’s time to slingshot back toward the Pacific Ocean at thousands of miles per hour. Space travel is truly mind-boggling…

SEO firms like Growtika, Fabric, and Embarque are pivoting to offer services they describe as the SEO of the AI era — essentially, influencing chatbots to surface their brands over others in search results.

Why It Hits: For the past 20 years — when brands’ visibility lived or died by where they appeared in Google Search — strong SEO was critical to e-commerce success. But AI is now depressing traditional Google traffic and fundamentally changing how people search for products, services, and recommendations. Firms that can give brands a leg up in the Wild West of chatbots could see a surge in business.

Behind The Code: As a publication that lands directly in your inbox every day, we don’t worry too much about SEO… but just about every other company you know does.

And chatbots are now changing the game.

Final Prompt: SEO has always involved a degree of guesswork, but the complexity of AI is making that guesswork even more pronounced… which means many firms may dupe brands into believing a tool is more effective than it really is. What does matter, though, is the broader conversation around a brand across the entire internet ecosystem. That means going broadly viral may be more important than ever — not for the engagement or likes, but simply because people are talking about your brand or product.

Next Generation: With the conversation around a brand now mattering more than the metrics, expect companies to shift marketing dollars toward their PR divisions. No wonder every tech company is suddenly so interested in media.

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While many brands are increasingly using AI in their marketing and media, others have decided that loudly rejecting AI is a better pitch to customers.

The Big Pitch: A Gartner study found that 68% of people question whether what they see online is real. So, brands that explicitly state their creative work doesn’t use AI may better communicate authenticity and values — while appealing to a growing segment of consumers seeking products and services that feel more handmade.

Between The Lines: Is being human-made part of the growing interest in all things analog?

Closing Thoughts: It’s wild that the burden of guaranteeing something isn’t AI now falls on consumers — either because brands aren’t always transparent in their marketing or because social media platforms don’t label AI content at the point of posting. It just goes to show how widespread the technology’s use has become — and how unprepared society was for its rapid adoption. That’s a big deal, considering that the same Gartner study found 50% of consumers would rather buy products from brands that use generative AI in their marketing.

In a world where everyone is skeptical of whether anything is real, brands know that underscoring their content is indeed real could be the difference in driving a sale.

The Future: When New York’s AI-disclosure law takes effect in June, a flood of AI-labeled marketing could follow… potentially bringing an end to the trend of explicit anti-AI marketing.

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58.1% of you voted Not interested in yesterday’s poll: What best describes your experience with GLP-1s?

“Too many dangerous side effects.”

“Even if it were in pill form with no side effects, fitness would still serve me better — so for now, I choose to move. However, with age, I may consider it if they improve.”

“My doctor prescribed it for my diabetes — until then, I had no interest.”

“I’ve been using a GLP-1 for almost two years and have lost 80 lbs. The common thought is that everyone who eats well and exercises will reach a healthy weight, but that’s not true for people with medical conditions like thyroid disorders. I’m thankful for the medication’s assistance in getting back to a healthy weight.”

Let’s keep the conversation going. Join Poll Of The Day, so your opinions can shine. Discover how your views line up with your peers’, check out cool insights, and have some fun. It’s data with personality.

💰 The sovereign wealth funds of Saudi Arabia, Qatar, and Abu Dhabi are reportedly providing $24 billion in equity for Paramount’s takeover of Warner Bros. Discovery.

🏀 Shaquille O’Neal, Authentic Brands Group, and TNT Sports are teaming up to launch the first-ever competitive basketball dunk league, dubbed “Dunkman.”

🎮 Netflix is expanding its reach into kids’ content with the launch of a standalone gaming platform, Netflix Playground.

🚀 SpaceX is somehow getting even bigger with its IPO, now targeting a valuation above $2 trillion.

🤖 Meta’s first models released under new Chief AI Officer Alexandr Wang will eventually be offered as open-source.

👀 OpenAI released a policy proposal calling for public wealth funds and expanded social safety nets to offset job loss.

👟 Nike is set to release WNBA star Caitlin Clark’s first signature sneaker — featuring new shoe technology — this holiday season.

👔 Saks Global has secured $500 million to officially exit bankruptcy.

💵 The Treasury Department has tapped Robinhood and Bank of New York Mellon to manage the kid-savings-focused Trump accounts.