People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

Coca-Cola’s partnership with Bain & Company and OpenAI asked digital creators to work with generative AI to create branded imagery. With interest and concern around AI technology swirling in equal measure, creative, personalised marketing content could be a low-stakes entry point for brands.

When OpenAI released ChatGPT to the public, the text generator made a clear case for the sheer disruptive force of AI – making it apparent that such technology will change the way we experience information and engage with brands. But major challenges remain before AI elbows humans out of the way.

Brands are racing to integrate AI into their services and products, but are they rushing into it for fear of falling behind? Canvas8 spoke to Mark Bainbridge, co-founder of Dragonfly AI, to find out more about how brands and businesses can effectively leverage AI for both employees and customers.

AI-generated content has become a common feature of online experiences, but many people are still sceptical about the tech. With that in mind, Ogilvy is pushing for an industry-wide change to label AI-generated influencer content to create a sense of transparency and build trust among consumers.